Josie Gealer-Ng is an Art Director based in London, working with Photographers & Film makers across the globe. Currently Senior Art Director at Getty Images.

The New Mod's

The New Mod's

THE NEW MODS' DEPICTS A DAY IN THE LIFE OF A GROUP OF FRIENDS, JOHAR, ABA, FATIN AND FATMA, AT HOME AND OUT AND ABOUT IN WEST LONDON DURING RAMADAN. THE PROJECT IS A COLLABORATION BETWEEN MYSELF AND PHOTOGRAPHER NINA MANANDHAR AS PART OF THE GETTY CREATIVE INITIATIVE.

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We wanted to explore interpretation of Modest Fashion with a focus on the navigation of religious identity through style - The girls’ ability to dress in a style that is in accordance with their religious beliefs and identity while also retaining their individuality – something that is all too often lost in media depictions of Muslim women.

The tongue-in-cheek title of ‘New Mods’ makes a nod towards one of the earliest British subcultures: young, white (mostly) men who defined themselves through their sharp, tailored dress and penchant for ska music. British subcultures have gone through a lot of changes since those times, but the moral panic around youth culture and difference remains the same. these young women are the mods of 2018 – only this time, mod stands for modest (fashion) rather than modernist.

Nina interviewed the girls on what Modest Fashion means to them - read the interview on Dazed

The project has also been featured on Its Nice That and Huck

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LEVIS 2018 Campaign

LEVIS 2018 Campaign