Uniqlo Malaysia’s New Hijab Collection Draws Criticism, Images Only Tell Half The Story
Some Malaysians have criticised the campaign for featuring a turban-style look, while others point out that the product can be worn in different ways.
- Uniqlo Malaysia's hijab campaign faced criticism for featuring a turban-style look that some argued is not shariah-compliant.
- Many Malaysians defended the campaign, noting the fabric is versatile and wearers can style it according to their own preferences.
- The collection prioritises fabric innovation and functionality, designed for Malaysia's hot and humid climate rather than fashion trends.
Subscribe to our FREE Newsletter, or Telegram and WhatsApp channels for the latest stories and updates.
Uniqlo Malaysia’s latest hijab collection has become the subject of debate on social media, with some members of the Muslim community criticising the brand’s promotional images for featuring a turban-style look that leaves the neck exposed.
Many argued that the styling shown in the campaign is not shariah-compliant, as a traditional hijab is generally understood to cover the hair, neck, and chest. Some have questioned why the Japanese retailer chose to market the collection using a style that differs from what many Muslim women commonly wear.
However, others have pointed out that the campaign images appear to showcase just one of several possible ways the fabric can be styled, rather than instructing customers on how they should wear it.
“This is going way too far. The campaign isn’t forcing you to don the hijab this way. They’re just styling it according to the brand, an international brand that’s not Muslim-specific,” said one Threads user.
She was responding to another post where the user was calling on the Department of Islamic Development Malaysia (JAKIM) to investigate the brand’s new hijab campaign.
View on Threads
Like scarves and shawls sold by many fashion brands, the material itself is versatile. Consumers who purchase the collection remain free to style it according to their own personal preferences, cultural practices, or religious convictions. Those who prefer a fully covered hijab can simply wear the same fabric in a manner that covers the neck and chest.
As seen on the Uniqlo app, the product can also be styled in a more modest fashion, covering the neck.
On the other hand, the brand posted the same collection in a different style on their official instagram @uniqlomyofficial, presumably as a way to advertise to a wider market.
Overall, critics of the campaign are few, and a majority of Malaysians are happy to see the new collection of head scarves hitting Uniqlo’s shelves soon.
Some even clapped back and highlighted the images as being just part of a campaign by a Japanese apparel brand.
“Unless the girl buying it wears a turban regularly, no hijabi woman will look at this and thinks ‘wow if Uniqlo says wear this as a turban I must wear it as a turban,” said a Threads user.
“Why do Malaysians find it hard to see that the photos are just for a campaign? If you buy it, just wear it properly. No one is telling you to wear it exactly like in the pictures,” said another user.
Ultimately, the debate surrounding Uniqlo Malaysia’s campaign highlights the broader conversation about representation, modest fashion, and consumer choice. While promotional imagery can influence public perception, the product itself remains adaptable, allowing each wearer to decide how it best fits their own beliefs and style.
A focus on fabric, not fashion trends
According to Uniqlo Malaysia, the collection was developed with functionality at its core rather than seasonal fashion trends.
The hijab collection is built around three signature fabric types — AIRism UV Protection, Satin, and Georgette — each offering a different wearing experience. The idea is to give women options based on their daily routines, comfort needs, and personal preferences.
It was also designed specifically with Malaysia’s hot and humid climate in mind, emphasising breathability, lightweight comfort, and versatility for everyday wear.
Uniqlo says the range reflects its expertise in fabric innovation while adapting its products to suit local lifestyles, where practicality is just as important as aesthetics.
Share your thoughts with us via TRP’s Facebook, X, Instagram, or Threads.
