Veiled women in Turkey suffered for decades under a ban issued in 1982, constraining them from entering universities, government offices and many other official public places with their veils on. In 2011, the Islamist Justice and Development Party (Adalet ve Kalkinma Partisi - henceforth JDP) lifted the veil ban. Thus, JDP significantly contributed to the normalization of veiled women’s public and political presence. Around that time, many women started to unveil in series voluntarily. In 2019, hundreds of women shared their unveiled images under the popular hashtag ‘10 Years Challenge’ on several social media platforms, revealing the extent of the phenomenon. What has changed in a decade that stirred such a radical turn in these women’s lives, who once waged a fierce fight against the ban, now choosing to unveil in the absence of it? This research proposes to analyze how women in Turkey negotiate their veiling/unveiling decisions along with the shifting political scene from a militantly secular authoritarian state to an authoritarian Islamist government with its boldly expressed ideal of ‘raising a religious generation’. My research is made of two interwoven parts. Firstly, I aim to examine how JDP policies and discourses, particularly those targeting women, reshaped the meaning of the veil and, thus, women’s unveiling decisions. Then, I intend to focus on the possible impacts of the robustly growing Islamic feminist movement in Turkey on unveilings. Islamic feminism refers to a globally growing body of scholarship and activism which rely on women-friendly interpretations of Islamic texts, mainly the Qur’an and Hadith (Prophet Muhammad’s sayings). Many Islamic feminist scholars claim that the veil is not a mandatory practice in Islam. That is why analyzing Islamic feminist scholarship is a significant component of my methodology. Three main aspects of this project highlight its originality. Firstly, it is a historically unique case study. There have been no communal voluntary unveilings in the history of Muslim countries without its top-down imposition. Secondly, in an era of growing religious fundamentalism, rethinking religion from a woman-friendly perspective will effectively contribute to increasing the visibility of the Islamic feminist movement in Turkey and thus advancing women’s empowerment in general. Lastly, this research aims to enhance our understanding of hegemony as an ideological struggle, a process of negotiating power among various actors rather than a top-down domination.