Is it Permissible to Use Modest Fashion Models for an Islamic Clothing Business?

Hanafi Fiqh

Answered by Mawlana Ilyas Patel


I am setting up a website to sell Islamic clothing, such as hijabs and abayas. Is it permissible to use photos of women modeling the abaya and the hijab? The women are wearing makeup in such pictures.

I’m conscious of doing this the right way to help Muslim women rediscover Islamic couture, allowing them to be smart, presentable, and confident while adhering to the laws of our beautiful religion.

I want some guidance about the kinds of photos permissible for a woman modeling the abaya, etc. Photos are provided to me by the supplier, and models wear makeup.


In the Name of Allah, the Most Merciful and Compassionate.

I pray you are in good faith and health. Thank you for your question. May Allah Most High reward you for your intention to sell women’s clothing while adhering to our religion.

It would be permissible to use photos of women wearing abayas and hijab who have adhered to the following: a) if they are adequately covered, such as b) without showing their face on display or just by showing the bottom of the face like all the kinds of clothing listed here c) they are loose and not transparent, d) and are modest in their outlook.

Hijab Has Three Levels

Hijab that is legislated and commanded in the Quran, and Sunna has three levels. All of them are mentioned in the Book and the Sunna, and none of them have been abrogated, but they have been prescribed for different circumstances.

They are:

  1. Hijab of the persons (ashkhas) of women in houses and walls, private quarters, howdahs, etc., whereby foreign men do not see any part of their persons, garments or external or internal adornment, or any part of their body, including the face, the hands and the remainder of the body.
  2. Hijab with burqa’ and jilbab, whereby nothing from the face and hands, the rest of the body, and the clothing of adornment are shown, so nothing is seen beside their concealed persons from above the head to the foot.
  3. Hijab with jilbabs and clothing items that resemble them while exposing the face, the hands, and the feet. [Taqi Usmani, Takmila al-Fath al-Mulhim]


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I pray this helps with your question.
[Mawlana] Ilyas Patel
Checked and Approved by Shaykh Faraz Rabbani

Mawlana Ilyas Patel is a traditionally-trained scholar who has studied in the UK, India, Pakistan, Syria, Jordan, and Turkey. He started his early education in the UK. He went on to complete the hifz of the Quran in India, then enrolled in an Islamic seminary in the UK, where he studied the secular and ‘Aalimiyya sciences. He then traveled to Karachi, Pakistan. He has been an Imam in Rep of Ireland for several years. He has taught hifz of the Quran, Tajwid, Fiqh, and many other Islamic sciences to children and adults onsite and online extensively in the UK and Ireland. He taught at a local Islamic seminary for 12 years in the UK, where he was a librarian and a teacher of Islamic sciences. He currently resides in the UK with his wife. His interest is a love of books and gardening.