This study looks at how marketers in Turkey construct and represent tesettürlü consumers (women wearing Islamically inspired forms of covered dress) in advertising and other commercial imagery, and how these representations are shaped and transformed by the local and global dynamics of consumerism, capitalism, and politics. We believe that the emergence of tesettürlü women as a distinct consumer segment and their evolving representation in the marketing imagery are revealing of the processes of identity formation and negotiation as well as the social changes that have been occurring in Turkey since the 1980s. By attending to the discourses and practices of market actors, namely companies and designers that manufacture and sell clothing and related products to tesettürlü women in Turkey, we show how the Islamic fashion industry operates through a play on cultural difference and similarity, and fabricate the ideal of a "modern" tesettürlü woman which is attainable through consumption.