WIN Media, Makassar, 9/3/2026 – Approaching Eid al-Fitr 1447 H, the Indonesian Muslim fashion industry has been surprised by a significant shift in trends. Market research results from leading e-commerce platforms in Indonesia show that pastel colors dominate searches and purchases of Muslim fashion products in March 2026, shifting the dominance of dark and monochrome colors that have persisted in recent years.
Internal data from Shopee, Tokopedia, and Lazada reveals that keywords such as “pastel gamis,” “pastel hijab,” and “pastel koko shirt” are among the top 10 searches during the first week of March. Colors like mint, lavender, baby pink, peach, and sky blue have experienced sales spikes of up to 200 percent compared to the previous month.
Harry Yulianto, a Digital Business Expert from STIE YPUP Makassar, explains that this phenomenon is not just a seasonal trend but a reflection of changing consumer preferences clearly recorded through e-commerce big data. “E-commerce platforms are a very accurate source of market research. Search, click, and purchase data never lie. What consumers do on digital platforms is a true reflection of their desires,” he told.
According to Harry, the dominance of pastel colors is triggered by several factors. First, the influence of social media, especially TikTok and Instagram, where Muslim fashion influencers have started wearing soft colors considered more “eye-friendly” and easy to mix and match. Second, post-pandemic psychological factors, where people tend to choose calming colors that bring peace after years of uncertainty. Third, the Ramadan and Eid moment, synonymous with purity and peace, making pastel colors seen as representing a calm and happy mood.
“Pastel colors give a soft, elegant, and modern impression. This is very suitable for the character of the younger generation who want to appear syar’i (in accordance with Islamic law) but still contemporary. Muslim fashion entrepreneurs must immediately adjust their stock and designs if they don’t want to be left behind by the market,” Harry emphasized.
Harry also highlights the speed of entrepreneurs’ response to trends as the key to success in the digital era. “In the e-commerce era, trends can change in a matter of weeks, even days. Entrepreneurs who utilize real-time data from digital platforms will always be one step ahead. Those who still rely on intuition without data will be eroded,” he explained.
He recommends that Muslim fashion business actors regularly monitor market research features provided by e-commerce platforms, such as the Shopee Seller Centre or Tokopedia Merchant. “There, you’ll find complete data on which keywords are rising, which products are best-selling, and even buyer demographics. This is a goldmine of information that is a shame to miss,” Harry added.
Not only colors, Harry also notes a shift in clothing styles accompanying the pastel trend, namely the dominance of long dresses and outerwear with loose cuts that still provide an elegant impression without reducing comfort. “Today’s consumers want clothing that is comfortable to wear all day, whether for formal events at the mall or just family gatherings at home. This is a great opportunity for local designers to innovate,” he concluded.
With such rapid trend changes, Muslim fashion entrepreneurs are required to be adaptive, data-driven, and responsive to evolving consumer needs.
Mengejutkan! Tren Fashion Muslim 2026 Didominasi Warna Pastel, Pengusaha Wajib Tahu
WIN Media, Makassar, 9/3/2026 – Menjelang Hari Raya Idul Fitri 1447 H, industri fashion muslim Indonesia dikejutkan dengan pergeseran tren yang signifikan. Hasil riset pasar dari platform e-commerce terkemuka di Indonesia menunjukkan bahwa warna pastel mendominasi pencarian dan pembelian produk fashion muslim pada Maret 2026, menggeser dominasi warna gelap dan monokrom yang bertahan beberapa tahun terakhir.
Data internal dari Shopee, Tokopedia, dan Lazada mengungkapkan bahwa kata kunci “gamis pastel”, “hijab pastel”, dan “baju koko pastel” masuk dalam 10 besar pencarian teratas selama pekan pertama Maret. Warna-warna seperti mint, lavender, baby pink, peach, dan sky blue mengalami lonjakan penjualan hingga 200 persen dibanding bulan sebelumnya.
Harry Yulianto, Pakar Bisnis Digital dari STIE YPUP Makassar, menjelaskan bahwa fenomena ini bukan sekadar tren musiman, melainkan cerminan perubahan preferensi konsumen yang terekam jelas melalui big data e-commerce. “Platform e-commerce adalah sumber riset pasar yang sangat akurat. Data pencarian, klik, dan pembelian tidak pernah berbohong. Apa yang dilakukan konsumen di platform digital adalah cerminan keinginan mereka yang sesungguhnya,” ujarnya.
Menurut Harry, dominasi warna pastel dipicu oleh beberapa faktor. Pertama, pengaruh media sosial, terutama TikTok dan Instagram, di mana para influencer fashion muslim mulai mengenakan warna-warna lembut yang dianggap lebih “ramah di mata” dan mudah dipadupadankan. Kedua, faktor psikologis pascapandemi, di mana masyarakat cenderung memilih warna-warna yang menenangkan dan membawa ketenangan setelah tahun-tahun penuh ketidakpastian. Ketiga, momen Ramadhan dan Lebaran yang identik dengan kesucian dan kedamaian, sehingga warna pastel dianggap merepresentasikan suasana hati yang tenang dan bahagia.
“Warna pastel memberikan kesan lembut, elegan, dan modern. Ini sangat cocok dengan karakter generasi muda yang ingin tampil syar’i namun tetap kekinian. Para pengusaha fashion muslim harus segera menyesuaikan stok dan desain mereka jika tidak ingin ditinggalkan pasar,” tegas Harry.
Harry juga menyoroti kecepatan respons pengusaha terhadap tren sebagai kunci keberhasilan di era digital. “Di era e-commerce, tren bisa berubah dalam hitungan minggu, bahkan hari. Pengusaha yang memanfaatkan data real-time dari platform digital akan selalu selangkah lebih maju. Mereka yang masih mengandalkan intuisi tanpa data akan tergerus,” jelasnya.
Ia merekomendasikan para pelaku usaha fashion muslim untuk secara rutin memantau fitur-fitur riset pasar yang disediakan platform e-commerce, seperti Shopee Seller Centre atau Tokopedia Merchant. “Di sana ada data lengkap tentang kata kunci apa yang sedang naik, produk apa yang paling laris, bahkan demografi pembeli. Ini adalah tambang emas informasi yang sayang jika dilewatkan,” tambah Harry.
Tidak hanya warna, Harry juga mencatat pergeseran gaya busana yang mengiringi tren pastel, yaitu dominasi model long dress dan outer dengan potongan longgar (loose fit) yang tetap memberikan kesan anggun tanpa mengurangi kenyamanan. “Konsumen masa kini menginginkan busana yang nyaman dipakai seharian, baik untuk acara formal di mall maupun sekadar kumpul keluarga di rumah. Ini peluang besar bagi desainer lokal untuk berinovasi,” pungkasnya.
Dengan perubahan tren yang begitu cepat, para pengusaha fashion muslim dituntut untuk adaptif, berbasis data, dan responsif terhadap kebutuhan konsumen yang terus berkembang.