Veils and Sales: Muslims and the Spaces of Postcolonial Fashion Retail

Abstract

Linking veils to fashion (and Islam to modernity), this article analyzes the presence of veiled assistants in London fashion shops as examples of spatial relations that are socializing and ethnicizing. In the anxious days after the 2005 bombs, the veiled body working in West End fashion retail moved through the postcolonial city in a series of fluid dress acts whose meanings were only partially legible to her different audiences. Connecting recent international Muslim lifestyle consumer cultures to gendered consumption in the development of Middle Eastern modernities, this article evaluates new British legislation protecting expressions of faith at work in relation to the role of veiled shop girls in postcolonial shopping geographies.