Salma Jourani is a Moroccan photographer who picked up a camera in 2016, almost by accident. What started as street photography — an instinct to notice what others pass by — gradually became something more personal and deliberate. By 2019, she had moved into portraiture, drawn to the people around her and the stories they carry in the way they dress, move, and occupy space.

One of the most constant figures in her work is her late grandmother — a woman of quiet strength and unapologetic presence, who became both subject and inspiration. Through her, Jourani began exploring what it means to be seen at any age, and why joy, not rules, is what style is really about.

— Salma, you started your journey as a street photographer in 2016. How did it all begin?

— Yes, I started around 2016, almost by accident. I was always observant as a child — I noticed people, colours, gestures, and small details others seemed to pass by. Picking up a camera felt like finding a language I didn’t know I needed. One of my earliest memories is walking through the streets and realising that ordinary moments could hold so much emotion and beauty.

— But why street photography?

— The street felt alive to me. It is unpredictable, emotional, and honest. I was always drawn to people and the way they express themselves naturally. The street became a place where I could observe life without filters.

— One of the main subjects of your photos is your late grandmother. You once said about your grandmother: “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.” I am very curious about her story. What kind of life did she live?

— My grandmother lived a very simple but deeply rich life. She grew up in a traditional environment where family, resilience, and daily rituals shaped everything. She wasn’t someone who spoke a lot about her emotions, but you could feel her presence in everything she did — in the way she cared for people, in her patience, and in her quiet strength. Even in ordinary moments, she carried a kind of grace that stayed with you.

— What was your relationship with her like? Did you spend a lot of time together?

— Our relationship was very close in a natural, everyday way. I spent a lot of time with her, especially in her home, observing her routines and simply being around her. One memory that still moves me is watching her in her space, completely herself, without trying to perform anything for anyone. There was something very honest and grounded about her presence.

Many of my memories with her are tied to simple daily moments. Looking back, I realise how meaningful those moments were. What stands out to me most is her calm presence and the comfort of simply being around her.

— When you decided to start this project with her, how did she react?

— At first, she was surprised, but also very open. She didn’t completely understand the artistic idea behind the project, but she trusted me. As the process continued, she became more comfortable and even started enjoying the experience.

— Where did the clothes and styling pieces for the shoots come from?

— Most of the clothes and styling pieces came from her own wardrobe and personal belongings. I wanted everything to feel authentic and deeply connected to her real life and identity.

— Did your grandmother take part in styling herself for the photographs?

— Yes, she did. She naturally chose pieces in her own way, without overthinking them, which made the images feel even more genuine and personal.

— Which of her looks in the series do you think reflected her personality the most?

— For me, the simplest look reflects her personality the most. It showed her in a very natural and effortless way — grounded, strong, and quietly expressive.