Bassie Maluleka is more than a talented photographer. When she captures a moment, whether for an iconic brand like Nike or a feature in Vogue, she often focuses on one consistent theme: celebrating Black women. This purposeful choice comes from her drive to amplify the voices of a demographic too often sidelined in advertising.
During a recent video discussion, Maluleka expressed her concern about the typical portrayal of Black individuals. “Stories of hardships and daily challenges frequently shadow black narratives. I’m determined to pivot from that – to illuminate the elegance and richness of being a Black woman.”
Raised in a South African family of entrepreneurs, creativity surrounded Maluleka. Although her initial path led her towards finance during university, the allure of photography and the opportunity to use it as a powerful expressive tool was irresistible. The call of her newfound passion was so strong that she took a bold step. “In my final year, I made a life-changing decision. I dropped out and resolved to chase my passion in photography,” Maluleka recalls.
Crafting Her Skillset
Navigating the early stages of her photography career, Maluleka constantly improved through numerous test shoots. By collaborating with professionals from various fields – models, makeup artists, stylists, and art directors – she had the freedom to express her creativity and contribute valuable pieces to their portfolios.
However, the journey was challenging. Breaking into the photography scene in South Africa was a battle, especially as a woman. “Despite the industry’s outwardly collaborative facade, gatekeeping remains a prevalent issue,” Maluleka observed. She added, “While I identify as a photographer first, the world often sees my gender and race before my skill.”
Regardless of these challenges, her dedication and networking prowess have borne fruit. With international brands like Nike and Puma under her belt, one of Maluleka’s standout moments was capturing the essence of South African heroines for Vogue Italia, commemorating the Women’s Rally against apartheid regulations in 1956. This historic event is remembered and celebrated on August 9th as National Women’s Day in South Africa.
A Discrepancy in the Industry
Now an established photographer in Australia, Maluleka acknowledges the stark disparities within her industry. While women comprise the majority of photography students worldwide, they represent a mere fraction of professional photographers. Victoria Baldwin, who spearheads a collective of women photographers in New Zealand, points out the entrenched male dominance in the advertising photography sector.
Maluleka’s aspirations for South Africa’s advertising space are simple: make it standard to provide women with the opportunities they deserve. She believes in the creative potential and insists that women should be given more avenues to showcase their talents.
Guidance from mentors, especially fellow photographer Liezl Zwarts, played a pivotal role in Maluleka’s journey. She recounts, “Liezl epitomizes humility and kindness, a beacon in an industry where we constantly have to validate our worth.”
Maluleka’s vision now encompasses supporting upcoming female photographers aiming to make a mark in a predominantly male sector. Recognizing the lack of South African female role models in the photography realm, she aspires to be an inspiration for others.
She emphatically states, “By leading from the front and dismantling barriers, I can showcase that we are more than capable. We can excel in this field.”
Bassie Maluleka’s journey is more than a story of a photographer’s rise to prominence. It’s an inspirational tale that underscores the value of representation, determination, and the spirit to break societal moulds. As she continues to spotlight Black women’s beauty and strength through her lens, Maluleka becomes a beacon for many other young photographers, especially women, who are striving to make their mark. Through her successes and challenges, she sends a powerful message to the world: creativity transcends boundaries, and true talent will always find its light.
