Alin, 6 years old, performs on TV programme AKSI, Jakarta. Akademi Sahur Indonesia (AKSI), broadcast on Indosiar during the month of Ramadan, is a reality and talent that blends comedy at the same time. The aim programme is to find youngsters who have unique skills in preaching of Islam.
Girls by the sea in Bali. Wearing Islamic dress became a middle class lifestyle rather than the critical, anti-consumerist choice of the 80s and 90s Indonesia. The new hijabers tend to combine their dressing with colourful and vibrant traditional garments such as batik and songket. The first known for having adapted traditional Indonesian textiles into Pret-a-porte garments suitable for both religious and non religious women, is fashion designer Dian Pelangi.
Car-free Sunday, Hotel Indonesia traffic circle, Jakarta. Since 2012 Car-free day is held every Sunday on the main avenues of the city from 6am to 11am as a weekly public activity aiming to reduce carbon emission and allowing residents to exercise or walk around the area.
Roller coaster KingKong peeping from the windows of Agung Trans Studio mosque, Bandung, West Java. Trans Studio Mall is the largest shopping mall in Bandung, which includes a theme park, a mosque, a luxury Hotel and theatre. It’s an all-in-one complex where people can pray, shop, and enjoy themselves under one roof.
Portrait of Ghaida, mother of three, Instagram influencer and owner of a small fashion business. The concept of ideal Muslim women in todays Indonesia is still closely related to the women’s traditional domestic roles. The discourse however is also affected by globalisation and consumerism. Muslim women take good effort as players with the global capitalism, not merely as the consumers.
BNI employee at Shasmira factory outlet, Bandung, West Java. Bank Negara Indonesia (BNI) a state owned bank has been merged recently with another two major banks, creating one of the country’s biggest sharia banks and one of the top largest banks in the country.
Rabbani’s clothing company shop, Bandung, West Java. The presence among Rabbani brand ambassadors of singer Fatin Shidgia Lubis, winner of X-Factor Indonesia, boosted the company’s sales especially among teenagers.
TV actress April Jasmine and her husband Ustadz Solmed, an Islamic preacher and actor, shooting a commercial in their home in Jakarta. The new generations of Indonesian preachers are hired by brands to link products with their sermons.
Advertising of a toothpaste in a supermarket during Ramadan. Ramadan offer enormous opportunities for brands to reach Muslim consumers with Islamic marketing messages.
Eco Pesantren, Daarut Tauhid, West Bandung, West Java. Founded by tv preacher and entrepreneur AA Gym, the complex provides various facilities from Islamic junior high schools, to riding rings for equestrian sports and archery courses. Equestrian and archery sports tourism became popular among Indonesian Muslim communities, especially those living in urban areas, as a new segment of religion-based tourism that refers to the teachings of Islam.
Yoga class from teacher Lisa Namuri, East Jakarta. Lisa organises weekend yoga sessions for families in her home garden. Recently Lisa switched to a healthy culinary business that includes her namesake brand of home food delivery and kids cooking shows.
Employees of Temprint sort female magazines targeting hijaber consumers, North Jakarta.
Afida Sukma’s photographic studio, Depok,Jakarta.
Zaskia Mecca jokes with a colleague before the start of a tv programme at Transmedia headquarter, Jakarta. The actress took part in one of the most famous and successful movies in the history of Indonesia, Ayat-Ayat Cinta, directed by her husband Hanung Bramantyo. Released in 2008, the melodrama, who target audience on controversial issue such as sexuality and polygamy, surpassed Titanic by attracting 3.6 million viewers in only 40 days.
Ramadan TV programme
Rooftop of La Vue Hermitage Hotel Menteng during the presentation of Luminoora, a Muslim Fashion show for Dian Pelangi’s Ramadan Collection, Jakarta Pusat.
Women posing at the entrance of the Gala Premiere of the movie “Hijab”, XXI Epicentrum, Jakarta. The movie, a comedy about four friends that start a hijab fashion business and become more successful than their husbands, is the representation of the new urban society in Jakarta and of how the hijab has reached the middle class.
Group of girlfriends in a restaurant in Bali.
Family portrait, Bandung, West Java.
Ramadan street decorations, Sudirman Central Business District, South Jakarta The month of Ramadan - traditionally a period of fasting, spiritual reflection, and family affairs - is increasingly driven by consumerism, which has turned it into a social season of high expectations on par with Christmas in the United States.
Fashion designer Dian Pelangi poses during a photoshoot at Bali Birds Park. The increased demand for Islamic clothing has encouraged the growth of the domestic Muslim fashion industry. In a relatively short time, Muslim wear has become an important segment of the national textile industry. Indonesia has routinely organised annual Islamic fashion shows to help promote the domestic muslimwear industry at the international level. Moreover, the Indonesian government also encourages local Muslim fashion designers to participate in overseas exhibitions to introduce their brands to global customers.
Television preacher AA Gym showing his archery skills, Eco Pesantren, Daarut Tauhid, West Bandung, West Java. Known for his humorous sermons and self help messages, AA Gym was the most adored Indonesian preacher. He gained success targeting the middle class through television programmes and self-help psychology books. At the peak of his public adoration, he took the path of polygamy which provoked a national scandal and the crumbling of his empire. He’s now trying to reposition himself and rebranding his religious products. Although polygamy is legal, Indonesian law makes it extremely difficult to practice.
Fashion designer Dian Pelangi during a holiday trip in Bali. Although Muslim consumers share commonalities, they also have very different purchasing behaviour and expectations depending on whether their religious views are conservative, New-Age, liberal. Indonesia has been named a prime Muslim-friendly destination along with Malaysia, Thailand, Taiwan, and Hong Kong.
Young girls queuing to meet Shirin and Darin, two young bloggers at the launch of their book Liburan (Sisters), South Jakarta. The two sisters started wearing a hijab at the age of 9 and became popular through their posts on Instagram about their life and daily activities.
Singer Fatin Shidgia Lubis, filming a video message for her fans, MNC tv Studios, Jakarta Timur. In 2013 Fatin, fully supported by the Ulama Council of Indonesia, participated and won X-Factor Indonesia. Fatin became the symbol of Indonesian modern Muslim, which adopts western culture and follows global trends without loosing her identity.
Singer Fatin Shidgia Lubis signs CDs for fans, MNC TV Studios, Jakarta Timur.
Gala Final of World Muslimah Awards, Prambanan, Yogykarta. World Muslim Award is an international beauty pageant for young Muslim women who are judged to have shown dedication and concern for Islamic values and community development.
Actress Dewi Sandra greets one of the participants of the tv programme “Hijaab Hunt”.
Girlfriends during Eid holiday in a seaside resort, Ancol, Jakarta.
Participants of World Muslimah Awards try halal cosmetics in a boutique in Yogyakarta. Halal cosmetic business, once a niche segment, has become one of the fastest growing in Indonesia and it’s perceived to be close to the natural and vegan movement.
Ramadan decorations at Thamrin shopping centre, Jakarta Urban middle-class people flock to the shopping malls around the city during the month of Ramadan to check out and buy trending Eid fashions and accessories.
Tata, blogger and fashion editor of “Hijabella”, a lifestyle magazine for teenagers, with her assistants in South Jakarta.
Billboard of contest “Hijab Hunt”, Jakarta. Sunsilk “Hijab Hunt” beauty and talent contest was created in 2012 to boost the image of Unilever’s biggest shampoo brand in Indonesia by targeting hijab wearers.
“I love Jakarta”, Taman Anggrek, Jakarta. The slogan represent Government’s plans to double international tourists, by strategically developing a positive reputation of Jakarta city branding, as the capital city and the main travel hub. In 2005, Indonesian government already attempted to build unique image for Jakarta with slogan “Enjoy Jakarta” together with iconic logo of Monas, but this brand was unsuccessful.
Winner of the World Muslim Awards showing the trophy during the Grand Final, Prambanan, Yogykarta. Held in Indonesia since 2011, the contest was first only open to Indonesians, and then opened up to international entrants.
Little girl getting ready for Eid prayer. Al Azhar mosque, Jakarta