Creative Report

The Creative Report is uploaded onto ISSUU

https://issuu.com/naailahussein/docs/creative_report-_jameela_elfaki

Azeema Magazine

Azeema is a print magazine which explore resistance and femininity with Middle-Eastern and North African women and women of colour. Azeema challenges and confronts issues surrounding representation and diversity by creating a space that is inducive of women of colour and knowledgeable of Islamic faith, African and Arab culture. The magazine is made especially for girls with the courage to rebel. The aim is to empower not offend. 

Azeema magazine is meaningful: I realised thereweren’t any fashion focused magazines for women in the Middle East or North Africa. -Jameela Elfaki

Jameela Elfaki- founding Editor and Art Director of Azeema Magazine. 

Jameela Elfaki is a photographer based in London. Education: BA Fashion Communication and Promotion - Central Saint Martins, London.

Azeema magazine started as an out of reach idea in the back of my mind. It was an idea which frightened me but also one I knew I had to pursue. I realised that there weren't any magazines for women from the Middle East/North Africa and Women of Colour with a fashion and culture focus, specifically on femininity and resistance. I wanted to make a magazine that wasn't just a pretty photo-book but that had meaning and depth. 

As a mixed-race woman of colour with an Islamic background, making a magazine that was inclusive of other women of colour and knowledgeable of Islamic faith, African and Arab culture was really important. I've always felt disconnected from my Sudanese heritage. Being brought up in the UK, I always longed to hear stories and see images of girls that were just like me. The feeling of sitting in between cultures was confusing. I felt passionately about bringing a magazine to life that was understanding of the effects of culture clash and identity issues within young women.

For research, I travelled to Morocco to photograph real women in their authentic surroundings. By exploring the routes of the culture, I was documenting and going to the actual place I illustrated its identity in its purest form. I aimed to create something that challenged current stereotypes and representations and celebrated culture. 

Interview with Jameela Elfaki, via Email:

What skills did you gather from studying Fashion Communication? 

I learnt how to be critical of my own work and push myself further. I learnt that concepts are super important and the research stage of developing your ideas is a key and essential.

How did you find studying in London?

London is unlike any other university city, it's broad and diverse and huge. It gives you so many opportunities to aim higher.

How did you go into the Photography route?

I've always taken pictures, even before I got my first proper camera. I was always making videos and taking fashion pictures on my phone/ small digital camera. I decided to take the fashion photography route during my foundation year in Manchester. 

Starting your own independent magazine, what advice would you give?

Be prepared to work hard and commit to your project. It's not easy and it takes determination! 

 The Creative Report is uploaded onto ISSUU

https://issuu.com/naailahussein/docs/creative_report-_jameela_elfaki