Roles & Responsibilities

Concept Creation, Art Direction, On-Site Direction, Styling, Set Design + Sourcing

Objective

Paper focuses on culture, personality, founders, innovation, identity, and the people shaping modern culture. That being said, the objective was to develop an editorial portrait series that captured Durana Elmi beyond her title as Co-Founder of Cymbiotika. The goal was to create imagery that felt modern, confident, bold and personal, highlighting both the entrepreneur and the woman behind one of the fastest-growing wellness brands.

Creative Approach

For this Paper Magazine editorial with Durana Elmi, I wanted to play with the idea of visibility and control. Paper lives in that space of pop culture and media saturation, so I built the set around repetition- having her image echoed across CRT monitors. The screens reference older media, but the duplication speaks to how we exist now, everywhere at once, constantly being seen. It puts her in both positions: the subject and the system. The red look was intentional. I wanted something that felt sharp, powerful, and impossible to ignore. Paired with a clean, minimal set, it keeps all the attention on her presence and the concept. Her stance is really grounded and direct, she’s not reacting to the environment, she owns it. Red demands power, and so does she.

Outcome

Published in Paper Magazine, the editorial showcased Durana Elmi's story as a founder and creative leader, creating a visual narrative that aligned with the publication's focus on culture, innovation, and influential voices.