
Nima Sagharchi
Group Head
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Sold for £6,125 inc. premium
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Group Head

Head of Department
Provenance:
Property from a private collection, Brussels
Hajjaj's colourful and engaging portraits of friends, artists, musicians as well as strangers from the streets of the Medina in Marrakech, playfully combine the visual language of contemporary fashion photography, pop art and West African studio photography. Props, poses, costumes and backdrops form sets upon which theatrical narratives are played out around the iconography of contemporary culture and consumerism in both the East and the West. Hajjaj brings his fashion background to his photography through the dressing and styling of his models. The counterfeit logos of Louis Vuitton, Nike and Puma are placed alongside his own designs and the traditional Moroccan attire to reflect the rampant consumerism and brand fetish of our contemporary pop culture today.
The frames of each of Hajjaj's photographs are custom-made from recognisable everyday objects, from matchsticks to Arabic lego blocks to repetitive tin cans of coke or fanta so that his subjects are literally surrounded by the influence of commercial branding.