Abstract The Islamic da'wah movement is an interesting discussion study to always be discussed. Post-Suharto 1998, the da'wah movement in Indonesia experienced very significant developments in various public spaces. Like campus, school, place of worship and social media. This is because the tap of democracy is increasingly wide open, so that da'wah actors are increasingly free to express the Islamic movement to the public space in its own way. Interestingly, the da'wah movement in Indonesia always presents a new way of how da'wah activities are applied in the daily lives of Muslims. This article wants to explore how the Islamic market-based da'wah movement is carried out by Rafa Muslim Fashion, part of the Rafa Group as the largest Islamic publication center (Jaringan Islam) in Solo. The author arguments that the Islamic market-based da'wah movement carried out by Rafa Muslim Fashion shapes the practice of piety, the Islamic market and Islamic ideology. This important article is discussed to see how Islamic market-based da'wah movements are carried out. Previously, scholars still did not discuss much about how the da'wah movement was oriented to the Islamic market. The results of this study show that the emergence of the Islamic market-based da'wah movement as an alternative to the new da'wah movement formed piety, market competition, and Islamic ideology. Keywords: Kaos Dakwah, piety, Market Islam, Islamic ideology.