Photography is a lifestyle, not an experience: Tapu Javeri

KARACHI: Tapu Javeri is Pakistan's top photographer. What started as a hobby has become a lifestyle. How did that happen? Maybe it was a streak of colour or a moment at dawn or dusk. Whatever it is or was, Paul Simon sums it up:

"Kodachrome, they give us those nice bright colors                      they give us the greens of summers - makes you                           think all the world's a sunny day - Paul Simon".

This is how it starts. A young boy falls in love. He's passionate, artistic and sensual. His first love, a camera, spells a whole new meaning to the word 'magic', magic he creates with every click and every catch. He's gifted and also God's favorite one, chosen to turn capture beauty - people, moments, and objects. He is a magician with the lens - he's Tapu Javeri.

One of Pakistan's best fashion photographers, who started his career with a leading newspaper and later moved to the world of fashion magazines and current affairs, including "Libas", "Newsline", "Herald" and others. With over a decade of extraordinary brilliance, Tapu is every brand's pick without a second thought.

Not only is he well versed with his art but he has also set new paradigms to his language of fashion. He's done up to three books, including the much acclaimed 'TAPPULICIOUS'.

Business Recorder got candid with the man himself and finds out what's next in the world of fashion and art:BR: An overview about yourself, background, education and career?

TJ: Born in Karachi, and completed my high school at Karachi Grammar School. Then I moved to New York for higher education. Later, I went to Greece to study archaeology. After completing my education, I came back to Pakistan and joined by father's business which is of Jewelry.

BR: How has your experience as a photographer been so far?

TJ: Experience! Photography is more of a passion to me. You will always find me with a camera and I am always on the go taking photos of everything that I am surrounded by. I believe photography is a lifestyle and cannot be an experience.

BR: What is your new book, Do Rukh all about?

TJ: Do Rukh is a Picture Book prepared by me and Arif Mahmood. We both have contributed our work and compiled it into one single book. There are portraits present in the book which are shot by both of us, displaying 2 different sides of a photographer.

BR: How did you come up with the title of the book?

TJ: Well the title is based on our work. We have made an effort to exhibit same objects from 2 different eyes. Do Rukh is all about different ways of looking at objects.

BR: Could you tell us about some of your current projects?

TJ: Aside from Do Rukh, I am currently engaged in organizing exhibitions of my work. I am launching a new fashion book by next year called Tapulicious 2 and it is a compilation of my 30 years of work. I am also working for the flood victims of Pakistan.

BR: What inspires you to keep going and how do you keep yourself motivated?

TJ: As I mentioned earlier, photography is my passion and I m always enthusiastic to capture different objects in life. As long as I find my work challenging, I am always motivated.

BR: A memorable compliment you received for your work?

TJ: I will never forget this incident. One day, I took a photo of a lady and after looking at it, she replied, "Aaey haey, tumne tu mujhay Amna Haq kii shakal daydii". Well I considered it as a compliment.

BR: How can you expand the dynamics of our industry in terms of your work?

TJ: Me and Aisha Arif started a photo gallery together and the idea was to promote photography in Pakistan. With time, visitors started coming in and it turned into a huge success. Later, people started their own galleries based on our initiative.

Other than that, I believe in sharing my experiences and this is the reason why I started teaching.

BR: Finally, what advice will you like to share with young photographers?

TJ: Just keep on clicking the shutter and always make yourself your competition!

Copyright Business Recorder, 2011