Unveiling the Veiled:!Rise of Social-Fashionista

27 May 2014, Metin Özer

Keywords: Conservatism, Politics, Islam, Lifestyle,

Consumption, Popular Culture, Fashion, Market, Networks, Media

Position: “Veiling-Tesettür” goes into more and more fashionable. So, it seems that the new

market will flourish within the social networks and an emerging social-boutique

market will emerge for tesettür in Turkey. Also, a new popular culture is emerging

such as ‘Tesettür as an accessory’.

Outlook

From Politics to Lifestyle

Neoliberal Transformation

• New Middle-Upper Class

• New Consumer

• New Marketplace

• Technology adaption

• Veiled Fashion Imagery:Ads and magazines

• Turkish Islamic Media-sphere

Media-sphere

• Turkish Modernism Project

• Representation of "The Others"

Framework

Framework

From Politics to Lifestyle

From Politics to Lifestyle

"-" Turkish Modernism Project: " ‘Others’""-" Representation of the Others: " Politicised Islam"

From Politics to Lifestyle

Neoliberal Transformation!

Neoliberal Transformation!

Neoliberal Transformation!

" New Middle-Upper Class" -" Pacesetters, Pioneers and Opinion ! ! ! Leaders of the change." " New Marketplace"-" From Small Businesses to Stylish Brands" -" Boutique Production" -" Social Networks" " " New Consumer" -" Young, demanding, and self-represented" " in Turkish public sphere" "" Technology" -" Increasing Smartphone Penetration" -" Rise of Social Networks" -" Instagram Fashionistas

Neoliberal Transformation!

Some Consumption Facts!

- 3hrs flight to more than 70 countries,""- 38M Internet users (50% penetration)""- 50% of the population under is 30,!"- 16M total smartphone device!"- Over 1 Gb per month mobile internet !consumption per user above 50% (2013 Q1)!" and over 3M Instagram users.!"

GfK 2013 - 11/2013

"-" Veiled Fashion Imagery: " Ads and magazines""- Opinions from ‘Pacesetters’:" Interviews with veiled fashionistas""- and Instagram:" Rise of Social-Fashionista

Media-Sphere!

" " Books:!Gole, N. (1996). Forbidden Modern: Civilization and Veiling. The University of Michigan Press."Avci, O. (2012). İki Dünya Arasında: İstanbul’da Dindar Üniversite Gençliği. İletişim Yayınları.""Mardin, Ş. (1992). Din ve İdeoloji. İletişim Yayınları."""Journals and Articles:"Kramer, E., & Bloggs, T. (2002). On quality in art and art therapy. American Journal of Art Therapy, 40, 218-231.""Genel, S., & Karaosmanoğlu, K. (2006) A New Islamic Individualism in Turkey: Headscarved Women in the City, Turkish Studies, 7:3, 473-488,""Kiliçbay, B., & Binark, M. (2002) Consumer Culture, Islam and the Politics of Lifestyle: Fashion for Veiling in Contemporary Turkey, European Journal of Communication 17: 495""Sandikci, O., & Ger, G. (2007) Fashion Theory, Volume 11, Issue 2/3, pp. 189-210!"Sandikci, O. & Rice, G. (2011) Handbook of Islamic Marketing. !"

Interviews and Opinions:!Bilefsky, D. (2012, March 29). A Fashion Magazine Unshy About Baring a Bit of Piety. New York Times. Retrieved from"http://www.nytimes.com""

References: