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Uniqlo Malaysia hijab line draws backlash over marketing term
Uniqlo is set to launch the standalone headscarf line next Monday, selling three one-size designs for 59.90 ringgit each.
Uniqlo’s new stand-alone hijab line for Malaysia has sparked online controversy ahead of its exclusive launch next Monday, after teaser images shared on Uniqlo Malaysia’s social media showed scarves wrapped in a turban-like style that left parts of the neck and upper chest visible, fueling debate over whether the campaign reflects Muslim dress expectations, according to SCMP Economy.
Some users criticized the labeling, with one saying, “This is not hijab,” and others arguing the term was being used too loosely because they viewed the product as “too short” for modesty, SCMP Economy reported.
The backlash also drew counter-criticism that it had turned into moral policing, and some commenters urged Uniqlo to rename the item as an “Airism headscarf instead of hijab,” while others tagged Malaysia’s Islamic Development Department, known as Jakim, and asked the retailer to stop using the word “hijab” in its advertising.
SCMP Economy added that the company is offering three one-size designs made from its Airism UV-protection fabric, georgette and satin, priced at 59.90 ringgit, or about US$15, each.