Resilience In Modest Fashion: The Representation Of Lindswell Kwok In The Wearing Klamby Advertisement

This study examines the representation of Muslim women's resilience through a semiotic analysis of Wearing Klamby's advertisement featuring Lindswell Kwok. Wearing Klamby is one of the leading Muslim fashion brands (modest fashion) in Indonesia that often promotes cultural and spiritual values in its marketing campaigns. Using Roland Barthes' semiotic theory specifically the concepts of denotation, connotation, and myth this study analyzes how visual elements in the advertisement shape the image of a strong, modern, and religious Muslim woman.This research approach is qualitative, focusing on five visual clips in the advertisement. Each scene is analyzed to reveal how clothing, body gestures, lighting, and visual symbols convey layered meanings. The results of the analysis show that sharia clothing is not just a religious expression, but also a medium for communicating identity, strength, and spirituality. This advertisement positions Lindswell Kwok a national wushu athlete and convert as a representation of a modern Muslim woman who is graceful and empowered. The conclusion of this study is that modest fashion in the Wearing Klamby campaign functions as a visual narrative that frames Muslim women not as passive figures, but as dynamic, spiritual, and inspiring individuals in public spaces.