MODERNISASI PEREMPUAN BERHIJAB DALAM AKUN INSTAGRAM @WARDAHBEAUTY

Wardah from the beginning, branding their products with the halal label. Because of this, Wardah built an Islamic image in their advertisements, one way to hold brand ambassadors in Muslim headscarves or Muslim clothing. Through the Instagram account @wardahbeauty, how to dress and activities in Instagram Wardah's photo posting is a form of communication. Through the brand image conveyed by the @wardahbauty account through a series of displayed activities, This study uses Charles Sanders Peirce's semiotic analysis to translate the meaning of symbols in the Instagram account @wardahbeauty. According to Peirce, the semiotic set of three main elements is called the theory of the meaning of triangles (signs, objects, and interpretants). Signs in images can be classified into icons, indexes, and symbols. The method used is qualitative. Qualitative research aims to explain this phenomenon in depth, through in-depth data collection. The results that can be taken from this study are. The hijab woman in the Instagram account @wardahbeauty is described as a modern, stylish woman, always looking beautiful and attractive, following fashion trends with all supporting activities such as fashion shows and traveling activities, following fashion and having lots of access and ways to be beautiful like western models , with the use of make-up, the use of fashion and hijab models with diverse and bold color variants, as well as other attributes such as eyeglasses accessories, hijab accessories and other fashion accessories but still covered in covered hijab according to Islamic law.