ABSTRACT
The recent and highly visible rise of Islamic consumer culture in contemporary urban Indonesia is a source of both pleasure and anxiety for many Indonesians, figuring in debates about the appeal of a new piety there in the past decade. A booming Islamic fashion industry and Islamic fashion media traffic are turning virtue into value and vice versa by deploying the image of the pious feminine to incite consumer desire while denying accusations that this is simply capitalism with a religious face. Indonesia has a long history of vibrant media production, even despite intense state censorship during the 32-year Suharto administration. The Asian economic crisis was a key factor in the environment that allowed the Islamic fashion media to develop. NooR implemented its original plan to use non-professional cover models along with a policy of using female stylists and photographers whenever possible, preferably women who respected or who chose to adopt Islamic dress themselves.
