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  • Mafak Media

Khaled Herzallah: The Evolution of Fashion Photography in Amman, From Film to Digital

Cover Layalina behind the scenes Khaled Herzallah 2008

Khaled Herzallah 2002

Fashion photography has come a long way since the early days of film in Amman, Jordan. From black and white shots of models posing in front of stark backdrops, to colorful, high-tech digital images that showcase the latest fashion trends, the industry has undergone a major transformation. At Mafak Media, we have been fortunate to have Khaled Herzalla, a seasoned photographer with 35 years of experience, as part of our team. Khaled has worked with top fashion brands such as Ted Baker and Weekend Max Mara, and has a wealth of knowledge and experience in the industry. His work has also been featured in top Jordanian and Middle Eastern magazines such as Forbes and Cosmopolitan. We sat down with him to get his perspective on the evolution of fashion photography in Amman and how he has adapted to the changing landscape.

Khaled Herzalla 2004

The early days of fashion photography in Amman

Khaled Herzalla began his career in 1977, when fashion photography was still in its infancy in Amman. Back then, photographers used film cameras and relied on natural light or artificial light sources to capture their shots. The process was time-consuming and expensive, as photographers had to develop and print their film, and then edit and select the best shots.

"It was a very different process back then," Khaled recalls. "We had to be very precise with our compositions, because we only had a limited number of frames on each roll of film. There was no room for mistakes. And the medium format cameras like the Hasselblad, they had such a different look and feel to them. I'll always have a special place in my heart for film and those old cameras."

Khaled Herzalla 1993

The digital revolution in Amman

The introduction of digital cameras in the late 1990s marked a major turning point for fashion photography in Amman. Suddenly, photographers had the ability to take an unlimited number of shots, and to preview and edit their images in real-time. This made the process much faster and more efficient, and allowed photographers to be more creative and experimental with their compositions. Khaled was one of the first 10 people in Amman to buy a Hasselblad digital camera, and he embraced the digital revolution in his work.

Khaled Herzalla 2022

"It was a game-changer," he says. "Suddenly, we could take hundreds of shots in a single session, and we didn't have to worry about the cost of film or developing. We could also see the results right away, and make any necessary adjustments on the spot."

The rise of social media and Instagram in Amman

In recent years the rise of social media platforms like Instagram has had a major impact on fashion photography in Amman. Photographers are now able to showcase their work to a wider audience and reach potential clients more easily. Khaled has embraced this shift and has become active on Instagram, sharing his work and connecting with other photographers and industry professionals. In addition to his work on social media, Khaled has also had his photographs published in top Jordanian and Middle Eastern magazines such as Forbes and Cosmopolitan, further solidifying his reputation as a top fashion photographer in the region.

As the fashion industry continues to evolve and change, so too will the world of fashion photography. But with his wealth of experience and his adaptability to new technologies, Khaled Herzalla is well-equipped to navigate the ever-changing landscape of fashi

Khaled Herzallah “Negative" 1995

n photography in Amman. As the fashion industry continues to evolve and change, so too will the world of fashion photography. With the rise of social media and the increasing importance of digital marketing, it is clear that the role of the fashion photographer is changing. However, with experienced professionals like Khaled Herzalla at the forefront, we can be sure that the art of fashion photography will continue to thrive and evolve in Amman and beyond. Khaled's extensive experience and dedication to his craft, along with his love for both film and digital photography, make him a valuable asset to the industry and a true master of his craft.

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