Follow hashtags like #hijabi, #hijabista, #hijabiinspiration on Instagram and you’ll likely discover makeup artist Nura Afia, 22, and her handle nuralailalov. She’s part of a larger community of young Muslim women who’ve taken to the social media platform to share the latest fashion and beauty trends. Known as “hijabis” — a play on the traditional headscarf for Muslim women — they marry conservative cultural traditions with trendy modern styles.
As a Colorado teen, Afia took up skateboarding and then snowboarding to fit in. As a young mother at home with a newborn, she turned to makeup as a new creative outlet.
“Growing up I always wanted to be normal because I started wearing the hijab when I was 13. I wanted to prove to the world that I could wear hijab and still be just like anyone else,” said Afia.
Since 2012, Afia’s account nuralailalov gained over 140,000 fans and has become one of the most widely followed “hijabis” on Instagram.
And everyone, it seems, is on Instagram. With 200 million active monthly accounts, it’s difficult to estimate the scope of the fashion and beauty community on the platform; searching #makeupartist and #fashionstylist yields over 4 million results. A search with #hijabi yields over 3 million results, linking the international community of “hijabjis”together.
“Hijabis” aren’t the only women using the platform to merge modern styles with religious traditions. Following #tznuis reveals a style-conscious conservative and orthodox Jewish community, while #ldsfashion highlights contemporary Mormon style.
Afia’s appeal crosses national boundaries. Sanna Nosheen,19, who also uses the “hijabi” hashtag, is an UK makeup artist whose handle lookamillion has over 183, 000 followers.
“So many times I’ve shared Nura’s work, Nura’s shared mine, I’ve shared another artist’s work, they’ve shared mine. I guess that’s how it is in the Instagram world. It’s like a whole new, different world,” said Nosheen.
It’s a world that speaks to the unique needs of Muslim women, according to Zebunnisa Mirza, 31, managing editor of ElegantCloth.com.
“Just because you cover your body from head to toe, doesn’t mean you can’t look fabulous doing it,” she said via email. For Mirza, fashion allows people to be creative and expressive.
“And the Muslim sector of the fashion industry is no different,” she said.
While there is no universally accepted Islamic dress code for women — interpretations of Koranic rules on dress and cosmetics vary widely from one scholar to another — “hijabis” tend to follow a few norms: They eschew low necklines, skimpy or excessively clingy fabrics in favor of blouses that cover the collarbone with sleeves that reach the elbow. Pants, skirts and dresses typically skim the ankles. Makeup use varies widely.
Though they ascribe to a distinct dress code, “Hijabis” don’t isolate themselves from the platform’s wider fashion and beauty community. Everyone it seems, follows everyone else.
“When it comes to Instagram they’re [followers] looking for talent. They’re not looking at someone’s race or ethnicity or religion, it’s purely about talent and it’s purely about work, which is what I love,” said Nosheen.
On Sept. 28, popular fashion and beauty “hijabis” gathered in Central Park for a meet and greet. Hosted by Indonesian fashion designer Diam Pelangi, the event attracted 45 fans who met “hijibis” Ibtihaj Muhammad, Nura Afia, Sanna Rashid and Mega Iskanti.
Queens native Kiran Iftikhar, 21, had a clear favorite.
“Nura. I religiously watch her and she’s my inspiration. Because of her I decided to wear the hijab and get into makeup and all that stuff,” said Iftikhar.
Another fan, Sara Attia, 24, of Brooklyn, was so excited to see Afia she mistakenly arrived a day earlier.
“I’m such a huge fan,” she gushed as she waited to take a picture with Nura. “I brought my family, they were with me yesterday too.”
When asked about being a fan-favorite, the petite makeup artist’s eyes began to well.
“I’m going to cry now,” Afia said, blinking heavily. “Just cause. I came from a spot when I first started that I didn’t think I could be good at anything, you know?”
The community of “hijabis” immediately responded with hugs and tissues.
“That’s the trick,” she said as she pointed her head towards the ground. “You have it fall straight down so do don’t mess up your makeup.”
