For those familiar with women’s “lifestyle” magazines, the call to be “sexy” in some way or another is not new. We women need to have “sexy” everything: attitude, legs, skin, armpits, you name it. So pervasive is this message that I’m surprised that no one has spontaneously combusted from sexual arousal at the sight of a women’s magazine devotee.
And then we have the new Aquila magazine, whose key buzzwords are modesty and fabulousness.
As the “world’s first English fashion and lifestyle magazine for cosmopolitan Muslim women in Asia” that is based in Singapore, Aquila serves up the standard menu of any glossy: tips on make-up, shopping, book and film reviews, and some lightweight advice on career-building.
Aimed at readers from Malaysia, Indonesia, and Singapore, modesty and fabulousness are far from alien concepts: Muslim women of all ages, hijabis in particular, in Southeast Asia are intensely responsive to new faith-based sartorial trends, perhaps more so than women who do not cover their hair.
That said, Islamic consumerism, as cynical as it sounds, is a fairly new phenomenon in which women in the region form an active role. Aquila is an obvious byproduct of the purchasing power of Muslim women in Southeast Asia, but whether or not it aims to be representative of its target audience is quite another matter. So let us explore this issue by breaking it down to three parts, based on how well it’s doing for its intended readers thus far: