For Salma Jourani (Instagram), photography was never simply about the clack of the shutter. “My journey began quite naturally. I was always fascinated by people, their expressions, and the way they carried their stories in the smallest details. While landscapes can be beautiful, they don’t speak back to you. People do even in silence, there’s an exchange of energy. I wanted to capture that conversation,” she says.
It is this conversation that guides her work, particularly with older subjects, whose style is steeped in memory. “With older people, clothing often carries decades of history. A dress might hold the memory of a special occasion, a scarf might have been worn for years. When they put these clothes on, their posture, mood, and presence change. It is not fashion for the sake of fashion; it is an extension of who they are,” says Jourani.
Her portraits are the opposite of fleeting snapshots, she explains, “It was the realisation that I could create a space for people to be seen in a way that celebrates them, not just documents them. Street photography is fleeting, a moment that passes by. My portraits are intentional, crafted to give the subject a stage and a voice.”
The human connection comes before the click of the camera. “I speak with them before I even pick up the camera. We share tea, stories, laughter. I want them to feel like they are being seen by a friend, not ‘shot’ by a stranger. Once there is trust, confidence follows naturally.”
Colour is another powerful tool in her work. “I choose elements intuitively, often inspired by the personality of the person I am photographing. If someone has a mischievous spark in their eye, I will play with something unexpected. If they are serene, I might go for bold but harmonious tones. Colour, for me, is emotion made visible.”
Jourani sees a deep authenticity in the style of previous generations, saying, “Because their style was shaped without the constant noise of trends and fast fashion. It is built over years, influenced by culture, necessity, and personal taste, not algorithms. That gives it authenticity.”
Among her inspirations is one subject whose influence remains constant, with her always, “She inspired me in more ways than I can count. She had this unapologetic sense of self in the way she dressed, in how she moved through life. She taught me that age is not a limitation, and that style is about joy, not rules.”
Jourani’s vision of beauty challenges stereotypes about aging. “I want people to see that aging is not a fading, but a transformation. Style, beauty, and vitality do not expire, they just take new shapes. I hope my images make people excited for their own aging, rather than fearing it,” she says.
The emotional power of her photographs is something she treasures, she explains, “One that stayed with me was a granddaughter who told me her grandmother had never seen herself as beautiful until she saw my photo. That moment reminded me why I do what I do.”
For her, creativity thrives in breaking away from expectations, “It is the voice that pushes me to take risks and ignore the ‘shoulds’ of art. Why not photograph someone in an extravagant outfit in their living room? Why not mix traditional clothing with futuristic accessories? If it sparks curiosity or joy, then why not?”
Jourani’s work continues to evolve as she explains, “I am continuing to expand this celebration of age and style, exploring more stories, more colours, and perhaps new mediums. There are still so many voices to hear and faces to see.”
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