I am someone who loves and frequently uses social media,  often scrolling for hours on end, through Jewish content or otherwise. Recently, I’ve noticed a trend in my algorithm: modesty, specifically Jewish modesty, or tznius, being marketed as a cutesy way for Jewish women to get closer to God. Every day, I see videos of Jewish women giving a tutorial on how to tie a tichel, a headscarf, or broadcasting their experience buying a sheitel, a wig, and showing off their modest outfits. These outfits usually consist of long skirts and shirts covering the collarbones, often with their own personal stylistic touches and an aesthetic sensibility that fits into the lens of modern social media. 

Jewish modesty is more than a trend though. As Chabad put it, “as G‑d’s children, we must act and look the part, conducting ourselves with dignity and modesty. In common parlance, it often refers to the uniquely Jewish way of dress.”

Online, though, something shifts. Religiously devoted, also called frum, lifestyles have recently been aestheticized on the internet. Religious dress is a beautiful showcase of tradition, especially in Orthodox communities that take tznius seriously. As someone who likes to adhere to the guidelines of tznius, and even sometimes falling short of that, I wonder exactly where these traditions come from and how they evolve in modern spaces. 

Social media has a way of monetizing and glamorizing even the simplest parts of our lives. What once may have been a routine religious observance can quickly become curated for an audience. Modesty content seems to resemble more of typical online fashion content: doomscrolling through outfit hauls and tutorials. The difference is that here, the clothing has religious meaning.

Is this kiruv romanticised? Kiruv is the practice of bringing in less-religious Jews into religious spaces and teaching them to practice a more observant lifestyle. Does this romanticization lead to a stronger religious observance? Or, does this popularization reframe tznius as something aesthetic rather than spiritual?

In my own exploration of modesty, I feel myself gravitating to religious communities that share those values. There is also something comforting about logging onto social media and seeing that there are Jewish girls who are sharing the beauty of modest dress online. 

I want to fit in, but a part of me questions this culture. A connection to God shouldn’t be a performance for others. No one’s devotion to Judaism should be questioned or judged because of their standard of modesty or lack thereof. Curating these perfect images of modest dress online doesn’t leave room for the reality that sometimes we all fall short. 

I also notice that most of these responsibilities to dress modestly almost always fall on women. More so, women dominate the discussion of modest content online. Though men technically do have obligations to dress modestly, the onus is on women; not many men make content about modest dress. The result is that women’s bodies and clothing become the main site through which religious identity is displayed and interpreted.  

While I think it’s important to question things, I see this popularization of tznius content as a way to reduce stigma around specific Jewish practices. It can make it seem less foreign to Jews who are rediscovering their religion. Practices that once seemed unattainable become familiar and relatable.  

In that sense, tznius content online can reduce the stigma around visibly Jewish practices, especially because modesty isn’t limited to just one cultural or religious group. What was once niche or insular becomes part of a broader cultural conversation. Jews and non-Jews are invited to watch, to learn, and maybe for the first time, encounter modesty as a meaningful expression of identity rather than a restriction.

Ultimately, the challenge is balance. Religious practices are ancient, and they cannot be perfectly summed up in a thirty-second clip online. At the same time, social media is simply a space where Jewish life exists. Like every aspect of modern life, traditions are interpreted, shared and reshaped on the internet.