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This pushback is evident in the backlash against shows like Elite (Netflix Spain) or Ramy (Hulu), which, while critically acclaimed, often center the hijab as a source of trauma or confusion. In contrast, Arab-produced hijabi content treats the garment as neutral —sometimes spiritual, often practical, but never a tragedy.
Media critics note that representation still occasionally falls into opposing extremes. Characters are sometimes written as hyper-pious saints who never make mistakes, or conversely, their hijab is used as a superficial prop that ignores the lived reality and spiritual weight of the garment. The "Al-Baruka" (Wig) Controversy
The 2024 edited volume Veil Obsessed: Representations in Literature, Art, and Media brings together scholars from diverse fields to complicate essentialist narratives. The volume editors note that “discussions surrounding the veil often run along essentialist and ahistorical lines, associating Islam with oppression, shame, and honor,” and that “the media in both the East and the West obsessively condemn or valorize practices of veiling”. The collection demonstrates that “the meaning of hijab can be natural or constructed, real or metaphorical, and religious or political, when it is presented through the media”. Central tensions remain: “Does wearing it give agency to women or does it represent oppression, thereby creating and perpetuating stereotypes?”
This evolution is heavily influenced by social media, where creators blend traditional modesty with high-fashion trends, setting the standard for millions. The Rise of Modest Fashion in Media hijab arab xxx full
Netflix’s Dubai Bling (2022) offered a fascinating portrayal. While most of the cast is glamorously unveiled, the inclusion of Loujain “LJ” Adada (who wore a hijab briefly in earlier life) and the conservative families of the cast highlight the hijab as a choice within privilege. Meanwhile, the Saudi reality show Elite deliberately features women who choose to wear the hijab in professional settings, challenging the Western assumption that Gulf wealth equals Western secularism.
: A digital ethnography of top Arab hijabi fashion vloggers.
In recent years, the hijab has become an integral part of Arab entertainment content and popular media, challenging traditional stereotypes and redefining the way Muslim women are represented. From TV shows and movies to music videos and social media influencers, the hijab has emerged as a symbol of modesty, identity, and cultural pride. This pushback is evident in the backlash against
Within Arab cinema itself, the hijab has served as a rich, contested symbol. Florence Martin’s influential study Screens and Veils: Maghrebi Women’s Cinema examines how women filmmakers from North Africa have turned around “the politics of the gaze as they play with the various meanings of the Arabic term hijab (veil, curtain, screen)”. Martin argues that Maghrebi women’s cinema is “flexible, playful, and transgressive in its themes, aesthetics, narratives, and modes”. Works such as Assia Djebar’s The Nuba of the Women of Mount Chenoua and Farida Benlyazid’s A Door to the Sky explore the hijab not as a static signifier of oppression but as a dynamic site of cultural negotiation.
Characters from provincial backgrounds transitioning to urban life.
The MENA region boasts a multi-billion-dollar modest fashion industry, heavily driven by digital influencers. Creators like Ascia Al Faraj, Dalal AlDoub, and Fatima AlMomen initially gained prominence by showcasing how the hijab can coexist with high fashion, luxury trends, and personal style. They dismantled the monolithic view of the hijab, proving it can be experimental, colorful, and cutting-edge. Lifestyle and Comedy Content Characters are sometimes written as hyper-pious saints who
The last decade, powered by Netflix, Shahid (MBC), and YouTube, has produced the most radical shift. With international co-productions and younger, diaspora-influenced writers, the hijab is no longer a symbol of something else; it is a lived, psychological reality.
Conversely, characters from affluent, secular backgrounds were rarely depicted wearing the hijab. When modern, educated female characters did adopt the hijab on screen, it was often tied to a specific plot device—such as a personal tragedy, a religious awakening, or a symbol of political alignment. This created a binary in popular media: the "modern, secular, liberated" woman versus the "traditional, religious, restricted" hijabi.
