QUIET LUXURY MUSLIMAH: BUTTONSCARVES' GLOBAL BRANDING STRATEGY IN SHAPING RELIGIOUS PRESTIGE LIFESTYLE THROUGH INTERNATIONAL FASHION WEEK AND BSLADY CLUB

Abstract

Contemporary Muslim fashion trends are undergoing a significant transformation with the emergence of the phenomenon of quiet luxury among Muslim women. This development marks a shift in the preferences of the upper-middle class towards modest premium fashion that not only prioritizes compliance with sharia, but also lifestyle exclusivity. This study aims to analyze  the global branding  strategy of the Buttonscarves brand in shaping religious prestige lifestyle through its participation on  the international Fashion Week  stage and the management of BSLady Club's exclusive community. Using a descriptive qualitative method with a digital case study approach, data in this study was collected through social media observations, visual campaign documentation, and literature triangulation. The results show that the international legitimacy achieved through various global fashion weeks (such as New York, London, and Dubai) effectively increases the brand's authority in the eyes of the world. On the domestic side, BSLady Club has transformed into  a digital consumer tribe that binds consumers strongly through emotional branding and prestige membership. This synergy ultimately turns the practice of Muslim women's fashion consumption into an event to achieve exclusive social status. In conclusion, the integration of global expansion and community management succeeded in constructing an elegant and classy modern Muslim identity. Nevertheless, this phenomenon of symbolic consumption requires a critical review from the perspective of Islamic economic ethics so that the essence of the value of modesty is not reduced by the commodification of status in the digital era.