Hashem El Madani set up his first studio in his parents’ living room in 1948. In 1953, as his business grew, he moved to a modern space on the first floor of the prestigious Shehrazade building, which he still uses today. The first publication of his work concentrates on the idea of the studio, exploring how Madani’s exemplary practice in studio photography is both descriptive and inscriptive of social identities. Madani’s studio created a site where individuals could act out identities using the conventions of portrait photography, with the poses inspired by the desires of the sitters. These photographs reflect not only how people look, but also how they desire to be seen. First published to coincide with the exhibition: Hashem El Madani, At The Photographers’ Gallery, 14 October – 28 November 2004.