Muslims Are Not an Aesthetic
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Muslims on the whole, and in particular Muslim women, are woefully under- and mis-represented in marketing, despite representing a huge consumer group. By 2030, it is estimated that Muslims will make up a quarter of the world’s population, and the global Islamic market will be worth more than $5 trillion by 2020.
Yet, depressingly, in mainstream media, Muslims are still predominantly the lacks-English-oppressed-terrorist persona. Then look at the representation of Muslim women by fashion and beauty brands, where the majority are uber-cool-light-skin-tone persona.
Representation of Muslim women ping pongs between fitting a stereotype or breaking one, not the middle ground where most of us are. Brands seem to believe that casting a Muslim woman as the star of the show ticks the box.
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