‘This is not hijab’: Uniqlo Malaysia’s line leaves modest fashion fans hot under collar

Critics are taking issue with images showing the cloth wrapped turban-like around the head, leaving parts of the neck and chest visible

Ahead of the exclusive launch next Monday, teaser images posted on Uniqlo Malaysia’s social media showing the scarves wrapped turban-like around the head, leaving parts of the neck and upper chest visible, triggered debate over whether the campaign reflected Muslim dress expectations, as well as counter-criticism that the backlash had veered into moral policing.

“This is not hijab,” one Malaysian social media user declared, while others accused the retailer of using the term too loosely as the product was “too short” for modesty.

“This is a turban, not a hijab. Very misleading,” another user wrote, while one urged Uniqlo to rename the product an “Airism headscarf instead of hijab”. Some tagged Malaysia’s Islamic Development Department (Jakim) and demanded that the retailer stop using the word “hijab” in its advertising.

Uniqlo is offering three one-size designs, made from its Airism UV-protection fabric, georgette and satin, at 59.90 ringgit (US$15) each.