Amani, Founder of Muslim Girl: Has Ramadan Become Too Commercial?
Author, activist and founder of MuslimGirl, Harper’s Bazaar Arabia columnist Amani Al-Khatahtbeh insists the Holy Month is about aligning our hearts, not our social media feeds
This year Ramadan overlaps with the annual global campaign for Muslim Women’s Day. When MuslimGirl first launched the campaign in 2017, we did so at a historic moment – one in which Muslim women deserved to feel seen, protected, and loved. We called upon our media allies to pledge March 27 to centre our voices and stories online, in an effort to balance the scales of misrepresentation. Little did we know what it would grow into – a movement backed by nearly every social media giant, expanding beyond top-tier media titles to include global institutions and changemakers.
As the campaign has grown, so has corporate interest. We’ve enjoyed the alignment of these three moments – Muslim Women’s Day, Women’s History Month, and Ramadan – for a few years now. The timing has pushed us to reflect not just on the role of women in our faith, but also on what feminine spirituality looks like in today’s hyper-commercial world. When modern girlhood is defined by the polished aesthetic of belonging and perfectionism, where do performance and devotion collide?
It’s no secret that Ramadan has undergone a transformation over the past decade. What was once a deeply personal, spiritual journey has become intertwined with branded holiday campaigns, limited-edition product drops, meticulously curated wardrobes, and marathon Iftar events. Some might argue that in a capitalistic, globalised world, marketability equals relevance – that the more Ramadan is embraced by mainstream platforms, the more visibility we gain. But at a time when the world needs the morals and values of Ramadan more than ever, can we truly look at ourselves in the mirror and feel proud?
Muslim Women’s Day has led to ground-breaking moments of community empowerment, from our multi-city Muslim Girl Iftar Series with Soho House to meaningful collaborations that elevate our voices. Are the same time, we’ve had to make difficult choices – walking away from opportunities that clashed with the essence of what makes Ramadan so beautiful in the first place. It’s a tension we know all too well. This past year has been defined by turning down boycott bags – so what about commodity coins? Does having an Instagram-worthy Ramadan mean we’re actually putting the month into practice?
So here’s my plea: Don’t stress about having the perfect outfit for an Iftar invite. Don’t worry about capturing the post-taraweeh yemeni coffee shop selfie under the best lighting. Don’t feel pressured to create the most aesthetically pleasing prayer comer. Ramadan is a moment to realign our hearts, not our feeds. As we usher in new opportunities to build bridges, let’s make sure we’re leading with intention, sincerity, and purpose – lest we slide into spiritual quicksand without even realising it.