Historically, entertainment industries in Muslim-majority countries often relegated hijab-wearing characters to specific, often conservative roles—the pious mother, the religious teacher, or the "good girl."

Yet, critical voices within religious and feminist circles warn of a troubling reduction. When the headscarf is subsumed into entertainment logic, its spiritual meaning risks evaporation. It becomes a seasonal trend: last year’s bold makeup, this year’s chiffon jilbab . Moreover, the media’s idealized version of the veiled celebrity—flawless skin, a wealthy husband, a pristine home—sets an impossible standard for ordinary Muslim women, creating a new anxiety around "imperfect" modesty.

Large brands—from local hijab brands like Zoya and Rabbani to global giants like Uniqlo and H&M—have pivoted their marketing strategies. They no longer use separate "religious" catalogs; instead, they integrate artis jilbab into their mainline entertainment content.