A few years ago, Ascia Farraj tracked the fashion blogosphere with frustration. As a Muslim woman who wears a head scarf, known as a hijab, she rarely saw someone who looked like her. A fashion enthusiast from a conservative culture, she decided one answer was to create a blog of her own.

Today Ms. Farraj, now 24, has close to 900,000 followers on her Instagram feed, ascia_akf, who watch her model a kaleidoscope of stylish, but modest, outfits from brands such as Diesel and BCBG. (Some of her posts are sponsored by businesses in Kuwait, where she is based.) Not so long ago, it was considered radical for a Muslim woman to put a picture of her face online, Ms. Farraj said in a phone interview. “I was one of the first personal style bloggers to show my face.”

Muslim women in their 20s and 30s are making their own mark on hijab culture, while propagating it in a way particular to the “selfie generation”: by posting pictures and videos of themselves on various social media sites.

According to the Quran and the Sunnah, teaching and practices by the Prophet Muhammad, Muslim women are told to cover their bodies, and may show only their hands, feet and face. But some younger women have declared that modesty doesn’t require them to be invisible or unfashionable. Social media, and Instagram in particular, give cosmopolitan young Muslim women (highly educated, well versed in global cultural trends and open to Western influences) an opportunity to own a piece of online fashion space, typically reserved for those who expose more skin or wear body-hugging clothes.