JILBAB FASHION: KOMUNIKASI ESTETIKA KOMUNITAS HIJABERS HIJAB QUEENS DI YOGYAKARTA

The development of the hijab fashion in Indonesia today is in line with the development of the Muslim fashion industry in the world which has an influence on the consumption of Indonesian Muslim hijabs. The Hijab Queens community is one of the hijabers communities that is a role model for Muslim women in Yogyakarta in using the hijab fashion, apart from introducing the use of the hijab fashion directly, there is also an aesthetic communication process that can create a visual language when it is regulated to society and this aesthetic communication process has been carried out by the Hijab community. Queens. If a group or community actively uses and maximizes this aesthetic communication process, the communicant is more willing to accept the communication offer. The research method used is qualitative research based on phenomology, has descriptive, inductive properties, but is understood as a whole which suppresses cognition and leads to a discovery. The results of this study indicate that the hijab fashion in the Hijab Queens community is the most important part because there is always a connection in each of their activities. In the Hijab Queens community there are more applications of the use of the hijab fashion than the understanding of the material so that there is a contradiction between understanding and application. For the form of aesthetic communication in this community, it has been running but is still in a simple condition, because the aesthetic communication planning has not been structured either from understanding rhetoric, narrative, design or advertisement. The syar'i hijab in the Hijab Queens community, both the management and the members, do not understand what are the provisions or recommendations for wearing a hijab and wearing syar'i in Islam. But when viewed from the efficiency of using the syar'i hijab in the Queens Hijab community, it has been implemented in community activities even though they do not understand the material of the syar'i hijab as a whole. For da'wah communication in the Hijab Queens community, various social activities have been carried out by this community. But the special work program for da'wah activities in the Hijab Queens community has not been pursued and realized by all members, but rather the syar'i division which plays a role in communicating da'wah to the people of Yogyakarta. So that the role of the management and all members has not been maximized in carrying out the vision and mission of the Hijab Queens community, namely broadcasting Islamic da'wah