I am Haroun Levi Masoet, a South African born photographer and creative director, shaped by a life lived between cultures, continents, and disciplines.
Born in Cape Town to a Scottish father and a Cape Malay mother, my upbringing was steeped in contrast and texture salt air and prayer calls, discipline and intuition, heritage and movement. These dualities continue to inform how I see, compose, and tell stories through images.
My journey into photography began from the other side of the lens. I entered the fashion industry as a model at twenty-four, working internationally across London, Milan, and Paris. Collaborations with photographers such as Nadav Kanderand Dave Hamilton sharpened my understanding of light, presence, and restraint and quietly pulled me toward making images of my own.
Photography became a natural extension of that experience. Over time, it evolved into a practice rooted in observation, patience, and emotional clarity. My work is informed by over twenty years within the fashion and commercial world, yet grounded in something slower and more human: an attention to gesture, atmosphere, and the space between moments.
I work across fashion, portraiture, lifestyle, and commercial campaigns, often blending analog sensibilities with contemporary production. Whether shooting on location or in controlled studio environments, my approach remains the same honest, collaborative, and story-driven.
Today, I am based between Zurich and key European cities, working with brands, creatives, and publications that value authenticity, craft, and visual longevity. I do not seek to reinvent the wheel; I aim to guide it with intention shaping journeys that feel considered, timeless, and true.
At its core, my work is about people how they move through light, how history lives in posture, and how stillness can speak louder than spectacle.
“ IF IN FACT YOU HAVE REACHED ALL YOUR GOALS, PROBABLY YOU HAVE NOT SET THEM HIGH ENOUGH “
Herbert Von Karajan