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bibo:abstract "The use of stylish hijab, especially pashmina, among female students of UIN Sunan Kalijaga Yogyakarta has expanded beyond its function as a religious obligation and transformed into a medium of beauty construction influenced by consumptive logic and digital ecosystems. The trend of stylish hijab institutionalized in the Islamic campus environment creates a collective beauty standard that is constantly negotiated between the demands of modernity, institutional regulation, and religious values. The main problem studied in this study is how the trend of stylish pashmina is constructed as a beauty standard among female students of UIN Sunan Kalijaga, as well as how the use of pashmina affects the self-perception of female students in daily life. This study uses the Social Construction theory developed by Peter L. Berger and Thomas Luckmann as the main analytical framework. The theory views social reality as the product of three dialectical moments that run simultaneously, namely externalization, objectification, and internalization. Externalization is the process of female students expressing their beauty identity through the choice of hijab styles into social spaces. Objectification is the process of a stylish hijab trend that is institutionalized into a collectively accepted beauty standard. Internalization is the process of female students absorbing these aesthetic norms as an integral part of self-perception. This study uses a qualitative method with a phenomenological approach to explore the subject's life experience in depth. The subjects of this study consisted of eight students of UIN Sunan Kalijaga Yogyakarta who were selected purposively from various faculties, namely the Faculty of Social Sciences and Humanities, the Faculty of Tarbiyah and Teacher Training, the Faculty of Da'wah and Communication, the Faculty of Adab and Cultural Sciences, the Faculty of Science and Technology, and the Faculty of Islamic Economics and Business. Data collection was carried out through in-depth interviews and direct observations, then analyzed using phenomenological reduction procedures to reveal the essence of the subject's experience in interpreting the stylish hijab trend as a construction of beauty. The results of the study show three main findings. Students interpret the stylish pashmina hijab not only as a fulfillment of religious obligations, but as a representation of modern beauty that reflects the identity of a fashionable and confident Muslim woman, a process of externalizing aesthetic values into the social space. The trend of stylish hijab significantly affects the self-perception of female students through social validation mechanisms on digital platforms, where female students' confidence increases when the hijab style displayed gains aesthetic appreciation from their social community, a form of objectification of beauty norms reinforced by consumptive logic. Students negotiate a sustainable identity and balance the trend of stylish hijab with religious values and institutional regulations contained in the Decree of the Rector of UIN Sunan Kaliijaga Number 139 of 2022, which ultimately forms the internalization of aesthetic norms as part of self-awareness. Through the lens of Berger and Luckmann's theory, this study concludes that the construction of beauty based on a stylish hijab is a social reality that is produced collectively through a dialectic of externalization, objectification, and internalization, thus making the stylish pashmina a marker of the visual identity of modern Muslim women."^^xsd:string;
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