I am a South African photographer working at the intersection of culture, fashion, and lifestyle. I am currently the Senior lifestyle photographer & designer at Shelflife. South Africa’s premier streetwear and sneaker store where I conceptualise and shoot campaigns for brands like Carhartt, Daily Paper, thisisneverthat, New Balance, Asics and more. Aside from Shelflife, My personal work is rooted in the belief that photography is not just a tool for documentation, but a powerful way to shape how we see ourselves, how we are seen, and how culture evolves. An archival resource for the preservation of our identities as they shift.

Pushing culture forward, to me, means creating imagery that resonates locally while standing confidently on a global stage. We are exposed to so many amazing global brands, and we are the pulse of global culture, we’re not trailing behind anymore. It means showing that South African creativity does not need translation or validation, it is already rich, incredibly nuanced and wildly influential. My photography seeks to honour that by collaborating with local creatives, brands, and communities in ways that are respectful, collaborative, and culturally aware.

Through my lens, I aim to reflect South African style as it is now: confident, expressive, and self-authored. I’m particularly interested in how youth culture, music, fashion, and social spaces act as sites of cultural production.

This work matters to me because representation is not neutral. The images we circulate shape self-worth, possibility, and belonging. It’s about localising the brands that influence us and participating globally with a uniquely local voice.

Ultimately, my work is about presence. About saying: we are here, we are creating, and we are shaping culture on our own terms.