Shoshana spends a lot of time and money on fashion, but she tells her neighbors and family members that she is "working for a shopping website." Indeed, the strict ultra-Orthodox Jerusalem community to which Shoshana belongs might raise eyebrows if she would admit to being bit by the fashion bug.

Shoshana, 29, is a fashion blogger, but of a special kind. She blogs only about outfits that suit modest ultra-Orthodox women, or any other women around the globe who dress only in long sleeves, wear stockings year-round and cover their heads with scarves or wigs once married. Shoshana, a mother of three, uses a different name when blogging and preferred not to use her real name for the interview with Al-Monitor.

The phenomenon of ultra-Orthodox fashion bloggers has exploded over the past five years, with dozens, if not hundreds, of bloggers, all of whom are women.

Sara Pachter, the head and founder of SaraTikshoret public relations and publicity firm, which specializes in the ultra-Orthodox sector, is an ultra-Orthodox woman. She told Al-Monitor, "The religious fashion bloggers usually create closed groups either on Facebook or on WhatsApp. It is a way for them to ensure that men are not reading the blogs. Only a handful of them can be found by using Google — it’s a word-of-mouth system. Therefore, many of them are completely anonymous as far as the Israeli secular society is concerned."