Staging the Halo Effect in Modest Fashion: A Visual Analysis of dUCk’s Instagram Pictures
DOI:
https://doi.org/10.24191/idealogy.v11i2.966Abstract
Visual presentation has become increasingly important for modest-fashion brands in Malaysia, particularly on Instagram, where carefully staged photographs establish a recognisable presence. Against this background, this article examines how dUCk constructs its brand identity through Instagram pictures and presents its products as more than functional fashion items. More specifically, it considers how the halo effect emerges when positive qualities associated with the overall visual presentation are extended to the products featured in the pictures. The study therefore investigates the visual elements that contribute to this effect and the role they play in communicating dUCk’s identity on social media. Using Ledin and Machin’s (2020) multimodal approach, the study analyses selected Instagram pictures published by dUCk between 2022 and 2024, with particular attention to the participants, objects and settings represented in them. The findings show that the halo effect stems from deliberate visual choices that evoke associations with sophistication, exclusivity, and modernity. These visuals not only draw in the audience but also strengthen dUCk’s image and identity as a premium Muslim women’s brand in Malaysia. The study highlights the halo effect as a powerful part of visual storytelling in social media branding and shows how much multimodal design can shape customer opinions.
Keywords: Halo Effect, Instagram, Modest Fashion, Social Media, Visual Analysis
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