"I am a Swiss-North African designer based in London, dedicated to pushing the boundaries of traditional graphic design to reimagine our world in a more inclusive way. As a socially-engaged designer, I explore identities and cultural representations through a decolonial feminist lens. Utilising art direction, photography, and publication design, I strive to empower marginalised communities and foster community.
"This series of portraits is part of The Ordinary Swiss project which explores the representation of racialised Swiss people. It cements their presence in our collective imagination as they are: ordinary Swiss nationals. This shoot was inspired by the DAZED winter 2023 issue cover in honour of French Muslim women, representing colours of the Swiss flag through a politicised piece of clothing: abayas. These Black Hijabi women completely inhabit that national symbol and show that they also are the contemporary Heidi.
"My creative scene is a tight community of amazing creatives that also graduated from BA Graphic Communication Design at Central Saint Martins and the wonderful women from my hometown, Sion (CH), who made this photoshoot become reality.
"The Ordinary Swiss portraits, multi-screen documentary and ‘Making of’ publication of the project are all currently shown at Lethaby gallery, London until the 31st of October 2024."
Photo assistants: Gabriela Arrabaço @crackcoquine , Munira @mxxnchxldh , Sam Lucibello @sambysam_
Models: Nasra @nasraxmed , Khadra @khadraxmed , Maxuba @maxuba_axmed , Muna @welldumn
Special thanks to the owner of Sayia shop Sabrina Billod for providing the abayas!
Art direction, styling and photography by Safa Zanad - @sfznd
Companies
Dazed Media
- Publishing