The approach to my projects is driven by the culture of creativity and the idea of being part of a generation that can create an impact in society through this.
Coming from what is considered to be a minority ethnic background, one of my core values is to use my creativity to amplify underrepresented people that are often put into the “BAME” category and showcase them as individuals. When branching off into my creative process, the main principle is to make my work authentic and personal. I recognise and use this interest by visualising and depicting elements within my projects.
The ‘Fashion x Football’ editorial was inspired by the merging of the fashion industry with football culture. The initial inspiration for the styling was from the ‘football hooligan’ subculture which then developed into what it is now. Within my styling, I referenced recent catwalk collections as well as previous sportswear brand campaigns. I wanted to make this more personal by reflecting my interest in football and fashion, through the use of female models that were from underrepresented backgrounds.
The ‘Safar’ fashion publication was inspired by re-discovery of culture and identity. This publication looked at my culture, Pakistani, which is often one that isn’t represented well in the industry, and the Western elements to my upbringing. Through the use of specific model casting, styling references, colour palette etc, I was able to merge the East and West.
The New Majorities trend looks at uplifting underrepresented people and giving them the platform to raise their voice. This looks at more than just black and white. It recognises the spectrum of people that are being overlooked and gives them a sense of belonging. Minority communities are filled with an array of stories, cultures, and talents, powered by their iconic past. These same groups of people that are being excluded from culture making industries, have the greatest abundance of culture within them.