British (English/Sudanese) Photographer and Creative Director and Founding Editor of independent Magazine, Platform and creative agency AZEEMA.
Through her work she embodies the celebration of diversity, beauty and identity with a focus on the representation and inclusivity of women of colour. With her projects Jameela Elfaki aims to empower, represent, inspire and bring together women and fellow creatives through the use of photography, moving image, styling and zine making.
Elfaki graduated with a BA Fashion Communication and Promotion from Central Saint Martins in London 2017. She has previously worked as a Deputy Picture Editor for ELLE Magazine and as Photographic Assistant for Dazed Magazine. Clients include: Calvin Klein, ELLE, GQ, Nike, Converse, PORTER magazine, Refinery 29, Notion Magazine, Sole DXB, The Times.
The first issue of AZEEMA (launched in 2017) was a stirring collection of stories exploring visual identity, resistance, and sexuality in Middle Eastern and North African culture. An effort to confront stereotyped beauty-ideals and to start a conversation around female empowerment, one that critically counters patriarchal subjugation, yet reconciles heritage with subculture; henna art and hijabs with motorcycles and skateboards for example. Alongside femininity, identity is at the heart of the magazines mission statement. With an emphasis on the possibility of multiple cultural identities, on a moving away from a binary model of identity (being only this or that) and embracing the status of the in-between.
Amanda @ Studio Pi