Sutarman, Zhifanny Prafitasari (2024) TRANSFORMATION OF MUSLIM FASHION AS HALAL LIFESTYLE IN THE PERSPECTIVE OF SATR AL-AWRAH: STUDY ON PRODUCTS SOLD IN THAMRIN CITY MALL JAKARTA. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The halal fashion industry is experiencing rapid growth as Muslim consumers become more aware of the importance of Shariah-compliant products and modern aesthetics. However, the transformation of Muslim fashion often creates a dilemma between following fashion trends and fulfilling religious standards. Thamrin City Mall, as the largest shopping centre for Muslim fashion in Indonesia, was chosen as the research location as it offers a variety of products that reflect this trend. This research aims to examine the changes in Muslim fashion sold in the mall, as well as how the concept of ‘Satr Al-Awrah’ is implemented in the design that affects consumers' perception of halal products. This research identifies two trends in the transformation of Muslim fashion. On the one hand, design changes reflect positive advances in aesthetics and innovation, as indicated by the improvement in consumers' quality of life. However, on the other hand, some transformations are considered to violate sharia principles, especially related to the provision of covering the awrah. The research method used is qualitative with a field study approach. This research collects data through in-depth interviews with producers, consumers and sellers of Muslim fashion clothing in Tahamrin City mall, the analysis is carried out with reference to the concept of satr al-awrah as a basic principle in dressing according to sharia, which is studied in the context of market dynamics and modern culture. The results show that despite the aesthetic improvement and innovation in Muslim fashion at Thamrin City Mall, some changes are considered to deviate from sharia values, where Muslim fashion prioritises fashionable appearance over sharia compliance. This development shows that Muslim fashion is getting further away from its original essence, which should function to cover the awrah in accordance with Islamic teachings. This fading identity of Muslim fashion is considered a problem, especially when modern designs prioritise visual appeal over religious observance. The influence of globalisation and social media has also led to the emergence of more modern and fashionable variations, which often prioritise visual aspects over sharia compliance. On the other hand, this research also found positive aspects, where Thamrin City Mall acts as a centre of interaction between producers, consumers and influencers, shaping the dynamics of the halal fashion industry in Indonesia. The mall is a place where global trends are adapted to meet the needs of the local market. Religious factors remain an important element in consumer decision-making, especially in choosing products that are not only fashionable but also Shariah-compliant. These results indicate that despite the challenges in maintaining the balance between fashion and religious values, there is a concerted effort from various parties to maintain sharia principles in the development of Muslim fashion in Indonesia. This research provides recommendations to manufacturers to maintain the balance between design innovation and sharia compliance. Manufacturers and designers are expected to create products that remain relevant in the global market while maintaining religious values. Educating consumers about the importance of sharia-compliant Muslim fashion is also necessary to maintain the essence of Muslim fashion as part of the halal lifestyle. Keywords: transformation of muslim fashion, fashion industry, Satr Al-Awrah, sharia principles, halal lifestyle

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