Amina Jeng- BA (Hons) Fashion Art Direction
The Untold North
My practice as a creative director is rooted in storytelling, cultural identity and representation. Through a multidisciplinary practice spanning styling, photography, film, writing and production, I approach each project with a key focus of telling the stories of the underrepresented communities that I am part of.
Growing up in a predominantly white environment shaped both my perspective and my purpose, often placing me in the position of educating those around me about my culture. This experience continues to inform my work, which consistently centres on amplifying underrepresented voices and narratives.
I see creative direction as a way of bringing together the multiple disciplines I work across. While my practice spans different mediums, it is unified through a shared focus on cultural education and representation. My process begins with research and personal reflection, drawing from my Gambian, West African and Muslim identity as well as my identity as a young creative woman in the North. Whether I’m working on an editorial, film or campaign, I always prioritise authenticity, approaching each story with care, respect, research and understanding. I take time to build genuine relationships with the people and communities I work with, ensuring they are represented accurately and meaningfully.
Collaboration is central to my practice. I actively work with emerging, young, Northern underrepresented creatives, creating space for their voices to be heard and work to be seen. For me, inclusivity is about working with communities rather than extracting from them and ensuring that their representation is both accurate and empowering.
As I enter the industry, I position myself as a creative director with a strong narrative focus and a commitment to community-driven work. My ambition is to create work that not only resonates visually, but also challenges, educates and creates space for underrepresented creatives to feel seen.
