This trend is heavily driven by Gen Z. It represents a softer, more "aesthetic" Islam that fits perfectly into the Instagram grid. When a specific style goes viral—often sported by a local influencer like Kezia Warouw or Aynara Prita—it signals a shift in how young Indonesian women negotiate their identity. They are devout, but they are also trendy; they are modest, but they are visible.
Social media has turned religious expression into a performance that can be monetized or weaponized.
The post-Reformasi era (post-1998) saw a normalization and eventual "mainstreaming" of the hijab. By the 2010s, the "Hijabers" community emerged, transforming the garment into a lifestyle brand. It was no longer just about covering the aurat (intimate parts); it was about fashion, hijab tutorials on YouTube, and modest economy.