How Moroccan Photographer Salma Jourani Captures the Young at Heart

Born and raised in Morocco, visual artist and photographer Salma Jourani began her career behind the lens as a street photographer in 2016. Having been mentored by American street photographers Bruce Gilden and Joel Meyerowitz alongside other influential figures, Jourani debuted her visual chronicles capturing candid moments in her city’s streets. Not before long, however, did Jourani’s interests take a different turn, opting for portraiture in 2019 and finding inspiration in…

…“the people around me. I’m fascinated by the relationship between their character and the clothes they wear,” Jourani tells SceneStyled. 

What began as a series of seemingly run-of-the-mill portraits soon evolved into a strikingly recognisable signature style of vibrant frames, often “absurd” - in Jourani’s own words - of individuals - more often than not old in age -  donning not-so traditional attire. But why? Well, Salma Jourani simply answers, “why not?”

Her work is a riot of colours, neon wigs, and playful prints that challenge conventional beauty standards and societal norms. “I wanted to break away from the black-and-white image of elderly people, especially women, which often conveys a sense of nostalgia and neglect,” she explains. Instead, Jourani introduces vibrant hues to highlight their vitality and importance, showcasing subjects who embody joy and individuality.

A central figure in her work is her late grandmother, whose presence brings warmth and depth to Jourani’s portfolio. “Capturing my grandmother allowed me to showcase her strength, beauty, and lively spirit,” she shares. By dressing her in a mix of traditional attire and funky, contemporary elements, Jourani creates portraits that celebrate her grandmother's unique spirit and the richness of their shared heritage.

“These portraits are not just images; they are a tribute to the joy that she brought into my life.”

In her series "tbki 3la mha," which embraces a carefree attitude, Jourani subverts traditional expectations with playful and provocative imagery. One portrait - a standout for Jourani - features her grandmother holding a banana instead of a phone. “Why not?” becomes a mantra that echoes throughout her work, prompting viewers to rethink norms surrounding age, beauty, and expression, thus capturing not her subjects’ ages, but rather their youthful souls. 

But how did it all begin?

“After I bought my first professional camera, I was incredibly excited.  I found my grandmother alone at home, and I decided to capture that moment. My grandmother, who always dresses in traditional attire, became the perfect subject. I wanted to create something out of the ordinary, so I added absurd details to her traditional look.” Jourani shares. “This experience became the foundation of my style.” she adds. 

While Jourani’s own grandmother remains a central figure in her oeuvre, the Moroccan photographer’s subjects are myriad, each with their distinct personality, with each personality portrayed distinctly. Subjects are seen donning traditional silhouettes in unfamiliar prints and colours, wearing accessories that could aptly be described as ‘camp.’ 

From orange peels as face masks to heart-shaped oversized shades and complete floral arrangements in lieu of hats, Jourani goes the extra mile for an effect that may initially seem ridiculous, but upon closer look is quite personal, wholesome, and evocative.