121 Kultur: The Indonesian Journal for Muslim Cultures Volume 5, Number 1, 2010, p. 121-140. The Role of Celebrities in Campaigning Muslim Attire Deny Hamdani 1 Abstract Veiling has traditionally been more about displaying religious observance than a womanǯs beauty. In recent years, the practice of veiling among Indonesian Muslim women has become much more prevalent, influenced by consumerism, the example set by celebrities and the power of the mass media. A new and multi-dimensional nexus seems to have emerged which conflates fashion with religiosity, traditional practice with popular culture, market forces with personal transformation, and celebrity role-models with spirituality. The transactional process occurring between product, brand identification, celebrity promoters and consumers are complex. This paper examines these interwoven dimensions by exploring the role of celebrities in promoting Muslim attire. It finds that the concept of beauty among veiled women defies established concepts of beauty in the secular world, and that while the emerging industry of creative Muslim clothing offers economic gains to garment producers, the use of celebrities to promote their garment is not commercially unproblematic. Although )ndonesiaǯs contemporary cultural transformation is subject to the forces of the market economy, it is also mediated by an evolving paradigm of celebrity, fashion and Islamic faith. Exploring the experience of Muslim celebrities in their efforts to introduce Islamic fashion is to enter a new understanding of the development of Islam in Indonesia. Keywords Veiling, religiousity, celebrities, fashion, capital force, consumer, market economy, Indonesian Islam. 1 Deny Hamdani is teaching Staff of State Islamic University (UIN Syarif Hidayatullah) Jakarta. The page of this paper may be slightly different with the published version due to editing and lay out policy.