ABSTRACT
The development of Muslim fashion branding on Instagram makes competition between brands intensive. Big brands are starting to create themes that are unique and attractive to female consumers. This study was conducted to determine the new culture in social media, Instagram: women empowerment. Muslim Fashion Brand Zoya contributed to the gender equality campaign by releasing their new collection using #Ambilpilihanmu in their IG account. The research purpose is to discover new realities of cultural artifacts on social media. Using virtual ethnography, the researcher uncovers the tangible and intangible artifacts. The value of culture forms includes interchangeable values, which means social or historical construction that is passed through certain patterns in various forms, such as symbols, usage, or rules. The results showed: First, how Zoya built a new fashion brand under the gender empowerment theme. Second, how the tangible and intangible artifacts motivate and attract their followers to become loyal to their brand.
