The Uninterrupted Interconnectedness Between the Online Fatwa on Muslim Women’s Piety and the Shaping of Islamic Fashion E-Commerce

Since the last two decade, we can easily find Islamic talk on women in the digital media. While the piety of women has been much presented by the virtual fatwas, we are witnessing the revival of the syar'i fashion industry which is marketed through online media. Therefore, we propose research question, is there really any correlation between the virtual Islamic fatwa concerning the piety of women with the Islamic women's fashion industry? Using qualitative analysis, and Islamic law perspective, we explore the construction of a woman's piety according to the virtual fatwas; we then illustrate how those fatwas have driven the fashion industry through the Muslim women in the digital world. We decide to choose konsultasisyariah.com, a shari’a consultative site, to depict virtual Islamic discourse’s construction concerning the Muslim women’s piety. The research finding has shown the piety of Muslim women is generated from the Islamic orthodoxy perspective on women in Islam. In addition, the piety of women is mostly determined by symbolic attributes, such as veil or hijab which then as produced by the Muslim women's fashion industry. Therefore, the virtual fatwas over Muslim women seems to be a theological advertisement for the shaping of Islamic fashion’s e-commerce.