Modest fashion in tension: cognitive dissonance among Muslim women consumers in Western markets

Purpose This study aims to explore the interplay between religiosity and fashion practices among European Muslim women within the Western fashion industry. Using the cognitive dissonance theory and the theory of planned behaviour, the research examines how these women navigate the cognitive dissonance arising from their desire to adhere to modest fashion while engaging with mainstream and luxury Western fashion brands. Design/methodology/approach Through qualitative interviews with 17 Muslim women living in Europe, the findings reveal a complex relationship between religious beliefs and fashion choices. Findings The participants exhibited fast-fashion-Islam cognitive dissonance, where their negative attitudes towards fast-fashion contradicted their consumer behaviour; and luxury-Islam cognitive dissonance, where their positive attitudes towards luxury products overshadowed their religious beliefs regarding ethics and extravagance. Originality/value These findings offer strategic implications for fashion brands aiming to better serve modest fashion consumers by promoting culturally sensitive marketing, non-tokenistic representation and affordable modest product lines.