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Fatwa CenterWomen's Clothing and the Use of Women's Pictures in Advertising
Question
Assalamu alaykum,
I have a question regarding e-commerce and Islamic jurisprudence. I run a women’s fashion brand specializing in sleepwear, lingerie, and shapewear.
When creating promotional content, I use photoshoots with real female models for the sleepwear (pajamas, blanket hoodies etc). For the lingerie, I use AI-generated images of models instead. Is this process permissible according to Sharia law?
Jazakum Allahu khayran.
Answer
All perfect praise be to Allah, the Lord of the worlds. I testify that there is none worthy of worship except Allah and that Muhammad 
is His slave and Messenger.
There is no harm in trading over the internet through advertising, marketing, and promoting products, programs, or the like, but the permissibility of this activity is conditioned on what is being promoted being permissible in Sharia.
As for preparing promotional content that depicts fashion models wearing sleepwear and the like, or that uses AI-generated images of women wearing underwear, this is something whose preparation, promotion, and publication is forbidden, because of what it involves of spreading immodesty, exposing the private parts (ʿawrah), and inciting temptation and base desires. Similarly, it is feared that whoever prepares and publishes such forbidden advertisements will bear a portion of the sin of whoever views them or disobeys Allah because of them, for the one who sins is joined in sin by whoever caused him to fall into that disobedience – even if he did not intend to assist him in it.
Allah the Exalted, says (what means): {That they may bear their own burdens in full on the Day of Resurrection, and some of the burdens of those whom they misguide without knowledge. Unquestionably, evil is that which they bear} [Quran 16: 25]
Likewise, it is reported in a hadith of the Prophet that he said: "Whoever introduces a bad practice in Islam bears its sin and the sin of whoever acts upon it after him, without any of their sins being diminished in the least." (Muslim)
Allah Knows best
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