The New Generation of Hezbollah and Clerics in Iran; Brand-Conscious and Consumer-Oriented

The lifestyle of a part of Hezbollah and young clerics in Iran has changed, and for a significant number of them, body image, consumption, leisure time, café culture, brand consciousness, and distinction have become important, much like many other people in Iran. They wear branded clothes, go to cafés, buy foreign household items, take care of their bodies, travel abroad, care about fashion, and are active on social media day and night. This new lifestyle of Hezbollah is seen by a group of religious hardliners as a 'new version of Islam' that they believe is forming 'not under the roof of seminaries and mosques but behind the walls of cafés and stadiums.' Ali Akbar Rashad, head of the Supreme Council of Seminaries in Tehran, mentioned last Wednesday about some of these emerging clerics that 'one of the major threats and plagues of today’s seminaries is the emergence of superficial clerics.' Mr. Rashad added that some 'grand muftis' of certain countries 'wear colorful short-sleeved shirts and ties,' suggesting that 'this is gradually happening to us as well.' Consumption, body image, leisure time, fashion, and travel have been defined by some sociologists as five principles of a new lifestyle that have become more pronounced in Iran over the years and now also affect Hezbollah and clerics. Ali Khamenei, the leader of the Islamic Republic, has raised the issue of an Iranian-Islamic lifestyle to counter the influence and spread of these new lifestyle principles to prevent changes and transformations in Iranian society. In May 2013, he explicitly criticized one of these principles, stating that he 'dislikes' the word brand and suggested that 'consumption of foreign goods should be recognized as a counter-value.' A few months ago, on June 15, 2018, the leader criticized the expansion of foreign travel among the Iranian people and urged citizens to abandon this 'habit.' Since 2009, Ayatollah Khamenei has repeatedly taken sharp and direct positions against changes in the lifestyle of the Iranian people and issued various directives to counter these changes, yet Iranian society and a part of Hezbollah and clerics are heading down a path that does not please the leader. Official media and pulpits in Iran have long been a place for warning and admonishing the general public and young Hezbollah regarding their changing lifestyle. The media outlet Mehr, affiliated with the Islamic Propagation Organization, has published 36 reports and interviews related to lifestyle changes in Iran, especially among Hezbollah forces, the latest of which was on September 9. Ahmad Babaei, one of the Hezbollah poets, harshly criticized Hezbollah's embrace of consumerism, fashion, and pleasure-seeking, referring to 'regretful revolutionaries' as 'big consumers.' On August 11, 2018, Mehr held a meeting titled 'The Republic of Consumption' in the 'Islamic Republic'; it is time for us Hezbollahis to critique ourselves, and on July 15 of the same year, it published a report titled 'The Double Life of Luxury Revolutionaries; Brand-Wearing Hezbollahis.' Many examples of these warnings and admonitions from clerics and official media in Iran can be seen on social media among Hezbollah forces, showcasing how they display their distinction through shared images. The latest of these displays was related to the fifth anniversary of the political satire program 'Doctor Salam,' which was held last Friday by the Student Basij Organization in Tehran. A significant number of young Hezbollah members attended this event, many of whom are active on social media and shared images of the event. The images released from the sidelines and the content of this program only show part of the transformation of Hezbollah's lifestyle in Iran. Hardline clerics have referred to this program as a 'youth gathering of moderate Islam,' which is organized and managed by the Student Basij Organization. The booming market for various cosmetic surgeries in Iran is thriving. This market has become so hot that reports indicate some doctors with unrelated specialties have entered this market to benefit from its substantial profits. Part of the clientele of these doctors includes girls who are veiled and adhere to many religious values but are dissatisfied with their bodies and wish to have more beautiful faces and bodies. Over the years, Hezbollah boys have also joined those who undergo facial surgeries to become more attractive. Orthodontics, which was previously a procedure for correcting dental and oral abnormalities, has now also been associated with beauty and social prestige. 'Aligning teeth in one session,' 'beautiful smile,' 'smile design,' 'orthodontics,' and other numerous advertisements are just part of the promotions encouraging Hezbollah to undergo cosmetic dental treatments in Iran. A significant portion of both the old and new generations of Hezbollah have become brand-conscious. They wear expensive foreign branded clothes to present themselves as distinguished, stylish, and modern. Qassem Soleimani, the commander of the Quds Force of the IRGC, is among those whose image has been circulated wearing a North Face jacket, which is very expensive in Iran. Ibrahim Hatami Kia, a Hezbollah filmmaker, is also among those who seem to have a strong preference for the American brand North Face. At the fifth anniversary of the political satire program 'Doctor Salam,' there were attendees wearing foreign brands with 'unconventional' colors for Hezbollah. The changing dress style of a generation of Hezbollah girls and their increasing inclination towards colorful scarves and open-front chadors are other changes seen in recent years in Iran. The trend of Hezbollah girls adopting the style known as 'Lebanese hijab' is increasing day by day, and a clear symbol of these changes can be seen in their celebration last Friday. Young Hezbollah girls, unlike their religious mothers, prefer to dress differently, live differently, and feel good about having social prestige through beauty, unique clothing, and leisure activities. Consumption is the most important principle of the new lifestyle. Purchasing the latest model of mobile phones and electronic devices is among the consumer behaviors favored by teenagers and young adults in any country, including Iran. The new generation of Hezbollah girls and boys is no exception to this rule, and a significant portion of them establish or reinforce their social status through the latest models of smartphones. Hezbollah and young clerics feel good about presenting a specific, beautiful, and pleasant image of themselves through selfies taken with their smartphones and shared within their friend circles. Unlike past Hezbollah girls, a generation of Hezbollah girls has emerged in Iran who has no qualms about presenting their images and interests in public and even takes pride in doing so. Young clerics should also be seen among those whose lives have undergone significant changes, where asceticism, shabby clothing, seclusion, and frugality are no longer valued or seen as signs of distinction and superiority. In Iran, a generation of young clerics has emerged who are active on social media, frequent cafés, travel extensively, own foreign items in their homes, and have no qualms about wearing sneakers with their cloaks and turbans, and if they have a pleasant voice, they sing and enjoy themselves wherever they are.