Somali Sideways
Somali stories told sideways.

"I grew up in the heart of Abu Dhabi, UAE, watching my parents hustle day in and day out to provide for our family. Their tireless dedication wasn't just inspiring; it became the fuel that ignited a relentless drive within me. They taught me that nothing is handed to you—you have to work for it, fight for it, and earn it. And with every project I take on, with every challenge I face, I'm determined to make them proud.

Today, I'm humbled to be recognized as a Director and Producer with a reputation for delivering stories that captivate and content that resonates. Over a decade in the media industry has shaped me, pushing me to refine my skills across TV, commercials, and film production. But what really sets my work apart is my commitment to innovation—bringing a fresh, unique perspective to every project, no matter the scale.

Managing complex productions is more than a job; it's my passion. Whether it's a TV show, a high-stakes commercial, or a live studio production, I thrive in environments that demand creativity, quick thinking, and seamless collaboration. Crafting narratives that engage audiences and drive results is what I do best, and it's where I find my purpose.

But let me take you on a journey that's about more than just professional milestones. Over the past ten years, I've poured my heart into over 300 video projects, from TV commercials to documentaries and short films. Each project is a piece of me—a reflection of the stories that need to be told and the voices that deserve to be heard. My collaborations with directors from the MENA region and beyond have allowed me to bring these stories to life with authenticity and creativity, making a lasting impact on audiences."

"I was born and raised in Somalia, where my identity and dreams took root. Curiosity has always been my strength, driving me to learn and grow despite challenges. At 19, I discovered my passion for fashion, captivated by styles in movies rather than their stories. I began sketching and sewing, with guidance from Ustad Aadan Farax Affey, and taught myself further through YouTube. In 2018, I became one of Somalia's first self-taught fashion designers, earning international recognition on platforms like BBC and Getty Images Africa.

In 2019, I became a content creator, showcasing Somalia's beauty and resilience to the world. Motherhood brought joy but also left me feeling disconnected from my passions. One day, I reclaimed my identity by affirming, 'I am a fashion designer.' I bought a sewing machine, retrained myself, and turned my passion into a thriving online business, supported by my community.

Today, as a mother, content creator, and fashion designer, I celebrate Somali culture through my work. My journey of faith, resilience, and rediscovery reminds me that it's never too late to reclaim who you are. If my story inspires just one person to keep going, it will all be worth it."

"I was born and raised in Sheffield, my mum came from Kenya as a child, and my dad arrived from Hargeisa in the early 80s. After following the conventional academic route, I qualified as a Paediatric Nurse in 2013 and thrived in the fast-paced environment of a general medical ward.

Surrounded by successful entrepreneurs in my family who inspired me, I took a leap of faith and left nursing to pursue property investment—a field I had been connected to through property investments in the UK and East Africa.

Today, we invest in projects and help international and domestic clients on their property investment journeys. Our aim is to make property investment accessible through joint ventures, shared equity partnerships, and our 'buddy up for success' schemes, all while avoiding interest, as we have.

This past year has been about self-discovery. I've been challenging myself to grow and showing my children that life has no limits. I want to be able to share my entrepreneurial journey to show that success isn't a straight path—it's full of setbacks, learning curves, and moments of growth."

"I've always had a deep passion for capturing life's most joyous moments, transforming fleeting experiences into memories that last a lifetime. What began as a personal hobby quickly turned into something more, as the growing demand from friends and family led me to officially pursue this passion as a career.

The true reward for me lies in the reactions of those who see what I've captured. It's the smiles, the tears, and the excitement that drive me to keep honing my craft. I pride myself on my keen eye for detail and my ability to create content that not only tells a story but also truly represents the essence of my clients.

My passion for creating content, both in videography and photography, is deeply rooted in my love for travel. Exploring different cultures and experiencing the world through various lenses has fuelled my creativity and inspired me to continue bringing visions to life for people everywhere."

Jama Elmi, a 50-year-old Somali-born icon from Harrow Road, was crowned 'London's Best Dressed Man' by The Guardian. With a wardrobe boasting over 200 vibrantly coloured suits, Jama has turned personal style into a powerful expression of joy and connection.

Known for his rainbow-striped ensembles and bold monochrome looks—like his striking all-red suit—Jama has become a viral sensation. But his influence goes far beyond fashion. As a mental health support worker, Jama uses style as a therapeutic tool. He invites the residents he cares for to choose the colours he wears, creating a sense of joy, agency, and shared experience in their daily lives.

His distinctive style and deep empathy led to a collaboration with award-winning photographer Jean Cazals, culminating in the Man of Colours portrait series. Arriving in the UK from Somalia at just eight years old, he overcame personal hardships to build a life defined by positivity, purpose, and expression.

"Born and raised in Hargeisa, Somaliland, I discovered my internal radar for photography during my childhood. I remember having a small toy camera that featured slide images of iconic holy places like the Ka'aba and Masjid al-Aqsa. I was truly amazed to experience different locations through that viewfinder, and this fascination ignited my journey into the art of photography.

I engage in visual storytelling, utilising both photography and moving pictures to share my perspective on the world. My aim is to raise awareness, eliminate misconceptions, and bridge the deep divisions that have affected society for decades.

In 2021, I documented Hargeisa's first city-wide cleaning campaign, led by the newly elected mayor. An unexpected number of community members attended, demonstrating society's eagerness for positive change.

Currently, I collaborate with humanitarian organisations to advocate for social change and global affairs."

"My real name is Maria but I go by Geenyada Madow on social media. I was born in Mogadishu, Somalia, and raised in Boston, Massachusetts, USA. I hold a bachelor's degree in political science and international relations.

Travel runs in my family—my grandmother was an avid traveller, and after my father passed away, I discovered he had completed eight passports. It's safe to say, it's in my DNA.

As I delved deeper into YouTube, I was inspired by travellers who shared their experiences online. By the end of 2020, I left my job for good. Now, I am a full-time social media content creator and online entrepreneur. My goal is to be the first Somali to visit every country in the world and to secure a place in the Guinness World Records."

"Growing up in a media-centric household profoundly influenced my career path. My father, a senior journalist, would often show us the videos he recorded during the day.

During my primary school years, I stumbled upon an opportunity that further cemented my interest in media. I heard about a free journalism class and eagerly enrolled. After completing my primary education, I faced the challenge of breaking into the media industry with no experience. Two years later, I received a job offer from a local television station to work as an English to Somali news translator.

Upon passing my GCSEs, I faced another hurdle: the faculty I dreamed of joining, Filmmaking, was not available in my country. Undeterred, I opted for the closest alternative, ICT with a focus on multimedia. At the moment, I work in Hargeisa as a filmmaker and storyteller. I hope that future generations in Somaliland will have the opportunity to attend film schools, the opportunity I didn't have."

"I was born in Mogadishu and have been moving around since I was 3 years old. In 2009, we moved to Syria. The war in Syria forced us to move to Ethiopia in 2013. Eventually, we moved to Somaliland, where I didn't know the language and had to adapt once more.

My life took another turn when I moved to Sweden, starting a new chapter with new challenges. I would spend my days at school and my evenings in the library for six months. After finishing high school, I began working with people with special needs.

Unfortunately, I had one of the worst managers imaginable. I promised myself I would either be her colleague or her manager one day. I applied to university and got into Social Science and Philosophy. Many times, I cried and wanted to give up. But I kept going. Today, I am my old manager's colleague, holding the position she once had."

"My journey in hospitality started in 2017 as well as my love for pastry. I was running an online baking business while still in school. 7yrs down the line I have been able to create a business out of passion. Winning the best pastries and desserts in the country in 2019 and having started a baking school in 2021 with over 400 graduating students now in 2024.

The kitchen became a place I now find peace and comfort. Playing with my creativity and being able to teach others the same. I have been able to create a community of bakers and entrepreneurs ready to tackle the industry.

My dream is to pave the way for others to follow their passions and never stop."