How two Muslim women are offering resistance to Trump’s era with style

LA-based clothiers Hassanah El-Yacoubi and Reem Motaweh have taken halal fashion to new heights

Needless to say, Donald Trump's ban on travellers from six Muslim-majority countries was a slap in the face to the Islamic world — one that will continue to sting for some time. But while it might not seem very likely, two Muslim women are fighting the hate with style, reported Pop Sugar.

Hassanah El-Yacoubi and Reem Motaweh are merging art and entrepreneurship to quench the bitterness they feel towards Trump's presidency. Both women wear hijabs and are self-proclaimed ‘hijabistas’ or hijabi fashionistas. Both are fashion bloggers who have launched businesses specifically for Muslim women during this troubled time.

"Every day, I wear my hijab to show that I am proud of who I am," said Motaweh. "I knew I had to do something to help others who may not feel the same way."

Reem PHOTO: POPSUGAR

Motaweh, 21, is a budding fashion designer and the creator of a Los Angeles-based subscription service About That Wrap. For less than $30 a month, she sends a box of modern and modest clothing items right to her customers' doors. Items include hijabs, scarves and jewellery. Also, this package comes with a personalised style guide for the buyer to appreciate the beauty of Islam. "I walk around proud with my hijab because nothing I'm doing is wrong. My hijab is a part of me, just like my name."



El-Yacoubi is also on the cutting edge of Muslim fashion in LA. As the founder of Perfect For Her, she encourages Muslim women to build a religious identity through fashion. El-Yacoubi is a PhD student at the University of California Riverside and one of her interests is how Muslim women create new forms of identity through mediated practices such as modest fashion. She also hosts the largest annual modest fashion show in California.

"I wear my headscarf as a symbol of modesty, just like the Virgin Mary," said El-Yacoubi. "In most of the images that we see of her, she is wearing a veil." Her merchandise includes long-sleeved maxi dresses and gowns with floral and lace appliques that are both modern and modest. She has also sold silk hijabs.

HASSANAH PHOTO: POP SUGAR

Once their items are ready to hit the market, models pose for photo shoots and ultimately, end up on Instagram.

El-Yacoubi and Motaweh are not alone. Muslim female entrepreneurship is surging, and the Muslim consumer market is growing. The community spent approximately $266 billion on clothing worldwide in 2016, a figure that is estimated to almost double by 2020.

"Los Angeles is a huge market for me and other Muslim women right now because this city is so open-minded," said Motaweh. "I have a large following in Egypt and Malaysia, but Los Angeles is becoming the new hub for hijab exporters and buyers. Corporations and organisations were always hesitant to publicly align themselves with Muslims out of fear they would lose funding," added El-Yacoubi. "Now, there's a wave of companies standing up for us."

Alongside backpedaling from Trump products, retailers are also improving Muslim representation in their marketing campaigns. Global names like Dolce & Gabbana and DKNY have turned the hijab into high fashion by using it as the focal point of their collections. Rapper Kanye West also pushed for the debut of a hijab-wearing model, Halima Aden, in his latest show during New York Fashion Week.

PHOTO: POP SUGAR

Eric Rose, a crisis management expert, believes business owners are celebrating Muslim culture more directly. "We are in a new era where companies are now advocating for social issues and taking stances that are predictably going to cause a reaction in the marketplace," said Rose.

Motaweh and El-Yacoubi both believe this is a significant step toward mending perceptions regarding hijab. "Muslim women bear the brunt of the hate because they are visibly Muslim," El-Yacoubi said. "I want to remind women that diminishing that visibility is not the answer.” Motaweh added, “With so many individuals coming together around the world to make Muslims feel included and worthy, time will heal our divides.”

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