Famous photographers modern

The impact of the final image, the legacy of a shoot rests in the hands of a photographer and this is epitomised when one looks at the work of Pakistan’s most famous photographer, Tapu Javeri (Tapu).

Considering the glorious output of designers throughout the eighties, perhaps it is not surprising that the focus has remained on them throughout the decades.

This, however, is a short sightedness on the part of the consumer and the industry—a jora can only be so much, a model can only pose so much, and a make up artist can only style so much.

It is the magic of the photographer that convinces people of the image and the product.

Today, the visual legacy of Tapu’s work is recognised by Nikon, who listed him as one of ‘Asia’s 32 Best Fashion Photographers’ in 2017 and the breadth of his work is visible in eleven books.

A pillar of the Pakistani fashion industry, Tapu’s work is the foundation upon which the industry was built.

Self-taught, he had already made his debut as a fashion phot