Embracing Heritage, Forging Modernity: Sophia El Bahja's Photographic Lens
A Serendipitous Start: The Camera That Changed a Life's Direction
In the summer of 2015, Sophia El Bahja, then a student in Rabat, found her life's trajectory unexpectedly altered. Initially reluctant to join her parents on a trip, her acquiescence was swayed by the gift of a new digital camera. This device became the catalyst for a journey of self-discovery, transforming her from an aspiring engineer into a passionate, self-taught photographer. What began as a tool for documenting personal travels soon blossomed into a profound artistic endeavor.
Inherited Passion: A Legacy of Cultural Documentation
El Bahja's connection to photography runs deeper than her personal discovery. Her father, a co-founder of a photography cooperative in Rabat during the late 1970s and early 1980s, instilled in her an appreciation for visual storytelling. His work at Morocco's Ministry of Cultural Affairs, where he chronicled the nation's monuments and traditions, profoundly influenced his daughter's artistic vision. This inherited reverence for Moroccan culture became a cornerstone of her photographic practice.
Synthesizing Eras: Fashion as a Bridge Between Past and Present
Driven by a deep affection for her homeland, El Bahja's photographic artistry endeavors to unveil the multifaceted nature of Morocco. She skillfully integrates historical elements with contemporary trends, asserting that while modernity shapes the present, the nation's heritage must not be overlooked. Her deliberate fusion of traditional aesthetics with Western influences creates a compelling dialogue between Morocco's past and its evolving identity, emphasizing continuity over erasure.
From Street Scenes to Conceptual Narratives: A Photographer's Evolution
Following her initial experiments with street photography in 2016, El Bahja's artistic practice matured to encompass conceptual photoshoots. A significant milestone was a 2018 collaboration with dancer Karim Ennoury in Rabat, which yielded an image that graced the cover of Sortir magazine the following year. Concurrently, she diligently documented her daily life and urban landscapes, refining her observational skills and technical proficiency.
A Defining Year: Embracing Photography as a Professional Path
The year 2019 proved pivotal for El Bahja, marked by the co-founding of Tafanoun, a creative studio for youth expression, alongside her future husband, Walid Machrouh. This venture honed her skills in video production and creative direction. Although the COVID-19 pandemic temporarily halted her filming activities in 2020, January 2024 heralded her full commitment to photography. Without formal training, she pursued online courses, meticulously practiced her craft through numerous photoshoots, and ultimately found her calling in fashion and art photography, gradually shifting her focus from volume to narrative depth.
"Re-Connected": Weaving Narratives of Identity and Belonging
In her ongoing series, Marroki Export, El Bahja's project "Re-Connected" explores the intricate identities of Moroccan youth living abroad. Through the portrayal of two models, styled as fictional siblings, she visually articulates their profound connection to Morocco despite geographical distance. These individuals, adorned in upcycled Adidas attire, are photographed against the iconic backdrop of Rabat's Old Medina and within a traditional Moroccan home, symbolizing the enduring significance of heritage and familial ties in shaping their sense of belonging.
Beyond the Lens: Community Engagement and Cultural Dialogue
El Bahja's artistic process extends beyond mere image-making; she engages in extensive dialogues with her subjects, ensuring their personal narratives and the stories of the cities she photographs deeply inform her work. Additionally, her role as communications and marketing director at the Moroccan Center for Innovation and Social Entrepreneurship in Rabat underscores her commitment to empowering young entrepreneurs and creative agents of change within her community.
Navigating Duality: Authenticity in Modern Moroccan Youth Culture
El Bahja observes a fundamental tension within Moroccan society—a dynamic interplay between tradition and reinvention. Rather than seeking to resolve this inherent duality, her photography endeavors to illuminate it, granting it the nuanced attention it deserves. Her overarching artistic aspiration is to maintain authenticity, which, for her, necessitates embracing and highlighting the unresolved complexities that characterize contemporary Moroccan youth culture.