The impacts of the project runway reality television series on Muslim fashion consumers

Abstract

The fashion industry is growing, regardless of its approach to influencing trends and styles. Consumers are able to look for new fashion trends and fashion inspirations via different platforms and sources, including by watching the Project Runway reality television series on websites, Netflix, or YouTube. However, most of the fashion styles displayed are based on Western styles; this may tarnish the show’s image for Muslim consumers due to the clash between Western and Islamic styles. Thus, this study is among the earliest to explore the impacts of the Project Runway series on Muslim fashion consumers using a qualitative approach by conducting semi-structured interviews with seventeen respondents. The outcomes show that this reality television series has a positive impact on Muslim consumers, regardless of the clashing ideas of fashion. Results show that Project Runway is one source Muslim viewers use to upgrade their fashion knowledge and styles. Moreover, this study also indicates that Muslim consumers’ fashion is evolving as they accept the clashing ideas of Western and Islamic styles, and finally, that Project Runway is a good promotional platform to showcase modest wear to the world.