'Kandura, shayla help foreigners grasp our culture'

The responsibility of representing culture accurately in visual media was the focus of a candid discussion at “Beyond the Image: Photography as a Cultural Responsibility”, a session held during the 10th edition of the Xposure International Photography Festival (Xposure 2026).

Speaking at the session moderated by media personality Abdulraouf Amira , Emirati conceptual artist and cultural creative consultant Maitha Hamdan reflected on the long-term consequences of how Emirati identity is translated into visual language across advertising, film and multimedia platforms.

“Even something as simple as an advertisement can shape perception,” Hamdan said. “The kandura, the way a woman drapes her shayla, how the ghutra is worn — these are cultural markers. What is recorded visually stays. People outside the country will understand our culture through these details.”

Drawing on her work across art direction, brand storytelling and public-facing cultural programmes, Hamdan emphasised that accuracy is not a matter of aesthetics, but of responsibility. Her portfolio includes collaborations with Google, the UAE Pavilion at Expo 2020 Dubai and Expo Osaka 2025, HSBC, Sephora, and the Federal Youth Authority.

Maitha Hamdan during session titles Beyond the Image: Photography as a Cultural Responsibility.

Maitha explained that research begins at the earliest stage of any project, whether Emirati or otherwise. “If I were advising on a short film from another culture, I would study colour, décor, costume and historical context in depth. Representation requires effort. Without it, the result is misleading.”

A recurring issue, she noted, is the incorrect portrayal of time periods in film and photography. “If a story is set in the 1970s, then the furniture, cars and visual environment must reflect that reality. These details matter. Visual media becomes reference material, especially when it circulates widely online.”

She added that misrepresentation often stems from the assumption that audiences will not notice. “They may not consciously identify it, but the inconsistency erodes authenticity. The role of the art director and cultural advisor is to protect the integrity of the story.”

Having studied the history of Emirati dress and material culture, Hamdan said she now sees knowledge transfer as a responsibility in itself. “The next generation must understand how powerful visual representation is. If we do not get it right now, we pass inaccuracies forward.”

The session formed part of Xposure 2026’s broader focus on ethics, authorship, and accountability in visual storytelling.

Organised by the Sharjah Government Media Bureau (SGMB), the 10th edition of Xposure International Photography Festival features 95 exhibitions, more than 3,200 artworks and over 570 visual events, bringing together more than 420 photographers, filmmakers and visual artists from over 60 countries.