ALFAZ: Shamsa aur Qamar

I conceptualised, directed, produced and edited this fashion campaign for ALFAZ - a high end South Asian womenswear brand. The film is a celebration of motherhood and sisterhood and is based upon a quote from the Quran about the sun and the moon. The brand’s creative director, Ash Kabir, was inspired by his mother and her twin sister. Their names are Shamsa and Qamar - which translate as sun and moon in the Arabic language. The motivation behind the film was to create something contemporary that showcased South Asian women as empowered. Often fashion shoots show women playing demure to satisfy a patriarchal gaze. With this, I wanted to create a female space where these two women could interact despite these expectations. I also directed the photography as part of this shoot, which can be seen below. In the process, I developed the brand’s website - www.alfaz.co - which showcases their collections.