Zineb Koutten is a visionary creative director, photographer, and visual storyteller whose work pushes boundaries and challenges traditional narratives. Originally from Casablanca, Morocco, she has built a career capturing raw, authentic moments that blend documentary storytelling with high-fashion aesthetics. Whether highlighting the overlooked realities of hijabi women in Paris or collaborating with global brands like Converse, her work is deeply personal yet universally resonant. Featured in Vogue, GQ, and other major publications, Zineb’s photography continues to redefine representations of beauty, culture, and identity.
Her latest editorial, Draped in Culture, spotlights three Senegalese women, capturing their grace, strength, and deep connection to their heritage. Through striking imagery, Zineb explores the richness of Senegalese traditions, portraying the essence of Dakar through its people, their stories, and the cultural expressions that shape their identities.
In this exclusive interview for FAMA, Zineb Koutten opens up about her creative journey, the challenges of being a young independent artist, and the inspirations that continue to shape her work.
Can you share the story of how you first discovered your passion for photography and visual storytelling?
My passion for photography started at a young age, and I got my first camera when I was around 12 or 13. I began by taking photos casually, and in 2015-2016, I started a YouTube channel. Over time, I got into fashion photography through friends, creating multiple Instagram pages, though I paused at times due to work.
During COVID, I landed a freelance opportunity in Casablanca, which gave me valuable experience. Later, I interned at a startup, where I handled photoshoots. In the beginning, I worked with just my phone, creating reels that attracted clients. With the money I earned, I bought my first professional camera but continued filming with my phone. Although I initially felt more comfortable with video, I eventually transitioned fully into photography, which is now my main job.
Why did you choose Dakar as the setting for your recent shoot? What drew you to this city creatively?
I’ve dreamed of visiting Dakar for as long as I can remember. Just thinking about it always gave me butterflies. Lately, I’ve been drawn to the incredible creatives, culture, and art coming from Senegal, and I knew I had to experience it for myself. More than just visiting, I wanted to meet people, immerse myself in their world, and live like a local.
I spent two months in Dakar and met some of the most amazing people. The culture is rich and full of life, and I know I’ve only scratched the surface. There’s so much to discover—so many ethnicities, vibrant colors, and a soulfulness that shines through everything, even in the way people live and connect.
Your « Paris Through Their Lens » project was groundbreaking in its representation of hijabi women. What was the most impactful lesson you learned from working on that project?
My project Paris Through the Lens was an incredible experience that taught me a lot, but the most important lesson I learned is that things are never as they seem. I always imagined Paris as a romantic, beautiful, and touristic city—and while it is, there’s also a deeper reality beneath the surface.
One of the things I discovered was the racism that hijabi women and many others face, not just in Paris but across France. Paris has a large Arab diaspora, but outside the city, discrimination is even more apparent. This experience opened my eyes and reinforced the idea that appearances can be deceiving.
How does your Moroccan heritage influence your creative vision and the stories you want to tell?
Being Moroccan is such a deep part of me that I don’t consciously try to express it—it just happens naturally. My heritage influences my work, my conversations, and the way I see the world. I’m incredibly proud of where I come from, and I want others to see and appreciate the richness of Morocco.
At the same time, I love discovering the cultures and knowledge of others. Every country has its own unique richness, just as Morocco does. I feel a sense of duty to share my culture with the world while also learning from those who come from different backgrounds.
You’ve worked with renowned brands like Converse, and been featured in major publications like Vogue and GQ. How do you balance commercial work with personal, passion-driven projects ?
Balancing commercial work with personal projects is all about staying in a constant state of growth. When I’m not working on commissioned projects, I spend my time skating or refining my craft. I believe learning never stops—there’s no final destination, only continuous progress.
I always chase that feeling of a fresh start because, in the beginning, there’s excitement, motivation, and the drive to keep pushing forward. The moment you think you’ve « made it » or have enough experience, you risk stagnation. To truly evolve and reach new heights, you have to stay hungry, curious, and always striving for more.
What are the challenges you face as a young, independent creative director, and how do you overcome them?
I’ve noticed that when people see you’re young in this industry, they often doubt you and question your experience, asking things like, “Wow, you’re so young, when did you start?” It feels like they don’t take you seriously at first. I started building my career on YouTube when I was 14, and now, at 23, I’m meeting people even younger than me doing amazing things that leave me in awe.
Experience aside, I believe everyone has immense potential, and if we give them the right opportunities, they can do incredible things. It’s inspiring to see a team where everyone is the same age—there’s a unique energy in that, and it’s amazing to be a part of.
What role does storytelling play in your photography, and how do you approach creating a narrative through visuals?
Narratives have become a key part of my photography. Even when I travel, I try to create stories behind my spontaneous shots. Recently, I collaborated with a model from France who had only visited Fes twice. She traveled alone to her grandfather’s village to reconnect with her roots, and we captured her journey in a photoshoot—telling the story of a woman trying to stay connected to a heritage she didn’t choose to be distant from. If I don’t have a set narrative beforehand, I let inspiration come from the people I collaborate with. We meet, exchange stories, and ideas naturally emerge. I also find inspiration in everyday moments—especially when I’m in a car, observing people’s faces, movements, and daily lives.
What advice would you give to aspiring creatives from the MENA region who want to pursue a career in photography or art direction?
My main advice, which has been the same for years, is to never stop experimenting and never stop shooting. If you want to get better, you have to practice every day, doing the thing you want to improve at. If you want to learn how to tell stories, you need to work on storytelling every day.
Even if you’re not getting paid by others, you can still learn and grow by observing the world around you—from the streets, from your family, from real-life experiences.
