Arabic for ‘let’s go’ or ‘come on’, Yallah is the first solo show and publication by Moroccan-Dutch photographer Mounir Raji. His series, supported by Stevenson Amsterdam, uses Morocco’s ubiquitous motorbikes as an example of the country’s no-nonsense culture. “It’s all about a practical mindset: solution-oriented, not overthinking things,” Raji explains of his series. “It’s a big contrast to my surroundings here in The Netherlands, where every movement is dictated by rules, laws and good manners.”

Born in The Netherlands to a mum from Marrakesh and dad from Tafergalt, this sports management graduate went on to study photography at The Fotofactory after experimenting with his friend’s DLSR on holiday in 2005. “I wasn’t that good at school at the time but when I found photography I became obsessed and started learning so fast,” he remembers. He was soon assisting other photographers and learning the craft part time. Since then Raji has turned his lens on South African Dutch musician Joya Mooi, shot for the likes of i-D and Vogue Man, collaborated on a lookbook for Daily Paper and the launch campaign for Mastoor.

His work is somehow soothing – like a big breath out – thanks to its delicate, easy colours and soft use of light. “I find it hard to describe my style, but I think my work is calm, warm and there’s always a realness that I’m searching for.” he says.

Yallah reflects this trademark style and is also his most personal project yet. “Last year my father passed away unexpectedly. So this series was my way of saying ‘yallah’, as in let’s get back to work, let’s not dwell on things, let’s try to get my creative energy going again,” he says. Born during an intense period of mourning, Raji would spend the mornings with family and the afternoons up on his rooftop capturing a moment in a stranger’s journey.

It also represents a preview of the artist’s forthcoming photography book, Dreamland, which is a visual ode to Morocco. “I’ve been working on it since 2017 and it’s still a work in progress. It’s my idealised view of my native country, shaped during the summers we used to spend there with family. The amount of love, gratitude and warmth I felt during these six-week visits are shaping Dreamland. We’re aiming for the end result to come to life in a book and exhibition. It will show the everyday day life that fascinates me or reminds me of my youth.”

The Yallah publication is available directly from Mounir Raji. Contact him via Instagram DM for inquiries

Photography Mounir Raji
Creative direction Marieke van Elsäcker
Consultant Peter-Frank Heuseveld
Agency Visionary Agency
Words Miriam Bouteba

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Published on 03/10/2020