Discovering the anthropomorphic state of Amira Shariff
Amira Shariff is an amalgamation of different talents sourced from a genealogy of creativity, she combines all these elements to express her love for art direction , set design , production , strategy and culture. Her photographic journey is inspired by her late uncle, Abdul Shariff. She uses photography to navigate her relationship with the world and unpack the relationship she has with herself and her identity. Furthermore, she looks at how the things which connect us are often the things which disconnect us. She layers images and leaves the viewer to question what exactly they are seeing or looking at.
Provide an introduction to yourself? Where did you grow up, what /where did you study/currently studying?
I grew up in Joburg. My dad is originally from Durban. My mom’s family is from Scotland, I grew up in Joburg, Durban and spent some time in Scotland
I’m heavily influenced by my mom, uncle, and dad in different ways. Mom’s an artist and educator, dad’s in film and business, and my uncle’s in entertainment. Music was my first love—I played drums, piano, flutes, and guitar, which led me to explore creativity through image making. Growing up around art, I worked as an art installer and did projects like interviewing artists. Family ties, especially my late photographer uncle, deeply shaped my passion for art and entertainment. Starting my brand Kop with six others was about creating a space for creativity, which became a platform for us and many others. My first two years out of high school I was at the Market Photo workshop and I went through Through the Lens Collective. I’ve learned and unlearned a lot, realizing there’s no one way to create great images. It’s been a domino effect of experiences, feeding into each other, shaping who I am and what I do.
When did you discover your love for photography, what inspired it?
Yeah, my passion for photography stems from my deep appreciation for storytelling and the pursuit of truth. I believe in first seeking truth within oneself before attempting to uncover it in others or the world around us. This love for photography is rooted in my upbringing and the influences of my family, particularly my mom, dad, and uncle. Their involvement in the film and art industries, coupled with my uncle’s role as a storyteller during apartheid in The BangBang Club, have profoundly shaped my perspective. Paying tribute to his craft and preserving his legacy is important to me, especially considering the challenges of documenting history in South Africa. As young creatives, we often lack access to comprehensive resources and archival materials, which underscores the importance of honoring and preserving our cultural heritage.
How would you describe your artistic exploration?
Much of my artistic exploration is rooted in my upbringing, particularly my experience of feeling marginalized and “othered” during my school years. Growing up with a mixed cultural background—my father is Muslim with a strong Indian heritage, while my mother, originally Catholic, later identified as atheist—added layers to my identity. Additionally, having a lesbian upbringing, with my mom having a gay partner, further shaped my understanding of acceptance and diversity. While these experiences were at times traumatic, they also provided valuable insights into my own identity and how it relates to others.
My artwork reflects this complex identity and the journey of self-acceptance. Through layered imagery and post-production techniques, I aim to redefine the characteristics that society often uses to marginalize individuals like myself. My recent body of work focuses on rehumanizing myself in the face of societal attempts to dehumanize or categorize me. I challenge viewers to question their preconceived notions and confront the discomfort that arises when encountering identities that defy easy classification.
Ultimately, my art is about storytelling and reclaiming narratives. I don’t adhere to traditional editorial or documentary styles; instead, I strive to authentically tell stories that resonate with my own experiences and challenge societal norms. If I were to define my journey in the film industry, it would be as a director and art director committed to authentic storytelling and exploring the complexities of identity.
What do you want your reputation to be when people mention your name in event planning circles? What unique qualities or contributions do you aim to bring to events, considering the distinct cultures within groups like Kop and Vogue Nights? How do you envision your role in storytelling, documenting, and enhancing the event experience as a key participant?
I believe that in event making and space curation, it’s crucial to remember that it’s never about me, but rather about the people involved, the artists, and everyone contributing to the space. Whether I’m managing artists or working behind the scenes, I understand that my role is to constantly prioritize others’ needs. Ultimately, what I want to be known for is my character. I believe that who you are speaks louder than what you do or how much money you make. People remember how you treat them and the connections you make, far beyond any professional achievements. Responding to DMs, greeting everyone with respect, and being kind are small but significant actions that leave lasting impressions. Character matters most, especially in the creative industry, where relationships and community are essential. Additionally, I’m a strong advocate for trying new things and creating spaces where experimentation is encouraged. I’ve learned from mentors and personal experiences that treating people with respect and creating access for others are fundamental aspects of my work. Through initiatives like Kop and managing the Qwellers, I aim to contribute to a blueprint for creating access and fostering community in the industry. These values extend beyond events and influence everything I do.
In the next five to 10 years, what specific discipline do you want to prioritize and devote all your energies to?
Looking ahead to the next 10 years, I find it amusing to ponder. I’ve always gravitated towards endeavours that ignite my joy and passion, fortunate to have found fulfilment in various disciplines. Many people struggle to discover their true passions, but I’ve been lucky in that regard. So, in the next decade, while I can’t predict every twist and turn, I’m determined to stay true to my principles. Whatever I pursue, whether it’s set design, curation, photography, strategy, or artist management, it must stem from a place of genuine passion and commitment. I believe in giving my all to every endeavour, refusing to engage in anything half-heartedly. If asked to focus solely on one discipline, I’d decline. Our world thrives on multidisciplinary creativity, and I embrace the opportunities it presents. I envision myself continuing to expand my pursuits, perhaps on a larger scale, while remaining open to the influences and collaborations of fellow multidisciplinary creatives along the way.
