Pakistani Fashion Photographer Guddu & Shani (360 DEGREES)

Pakistani Fashion Photographer Guddu & Shani (360 DEGREES)

Guddu & Shani has proved to be Pakistan’s top photographers in just a few years. The duo, husband and wife, founded “360 Degrees” in 2004, after completing their Masters degrees in Fine Arts from the renowned institution, “University of the Punjab”, as graphic designers. Over the period of time they have pulled together and polished a dedicated team of graphic designers for their company. In addition to that, Guddu and Shani also run their very own ethnic fashion label known as ‘Resham Ghar’. Fashion industries all over the world are known for the cut throat competition and it has been equally difficult for the duo to establish their name in Pakistani fashion industry. Stated by Shani, “Establishing ourselves over the past years has been a daily struggle, starting out with very limited resources, gathering the right people and then training them, buying and keeping up to date with the latest equipment were all daily challenges that we had to face.” Each portfolio at 360 Degrees, be it bridal, fashion, or print advertisement shoots, is treated with utmost diligence and is meticulously enhanced to convert it into a work of art. Guddu & Shani were the first few ones who comprehensively used digitally manipulated commercial photography in Pakistan, which was not welcomed at that time as they faced disapproval from their peers. But they kept going on with it and established themselves as professionals in Pakistani fashion industry. Digitally enhanced work requires professionalism at many levels such as; the study of the human anatomy (where highlights are needed), the study of texture, the skill of painting, the sense of colours and their compositions. Shani believes, “There is no rule of thumb in digital enhancement. Every image requires a different treatment that can come only with proper education. A bad touch can ruin a picture.” 360 degrees’ client base comprises of some extremely well-known names such as; Levis, Sana & Safinaz, Sadia Mirza, Mobilink, Telenor, Maria B, Samyrah Rashid, Lajwanti, and majority of others. They were nominated in “Lux Style Awards” in the “Best Emerging Category” in 2005 and best Fashion Photographer of Pakistan in 2006, 2007, 2008 and 2009. Finally, in 2010, they won the award for “Best Fashion Photographer” category. Have a look at the amazing portfolio of Guddu & Shani (360 Degrees).
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