His breakthrough came in 2010 when portraits he captured of Zambian diamond miners caught the eye of Love editor Katie Grand. The images, raw and human, marked the beginning of his ascent in fashion. Three years later, W Magazine named him the winner of The Shot recognizing his distinct eye for storytelling.

Since then Boo George has become one of the most sought-after photographers and directors of his generation, collaborating with houses such as Louis Vuitton, Armani, Hermès, Ralph Lauren, Levi’s, Erdem and Vogue. His lens has also captured a remarkable list of names from Emma Watson and Eddie Redmayne to Victoria Beckham, Helen Mirren and Kim Kardashian, each image marked by the same truth that defines his work: emotion over perfection.

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Boo George’s first collaboration with Noon By Noor began with the Spring Summer 2024 film, shot at the RAK Art Foundation in Bahrain, a family home turned art foundation founded by Shaikh Rashid bin Khalifa Al Khalifa, father of Shaikha Noor Al Khalifa. Under Boo’s direction, with cinematography by Alex Reid, the film bridged home, art and fashion in a way that felt entirely its own.

“That project was very special to the brand,” says Shaikha Haya Al Khalifa, Co-Founder, COO and Designer of Noon By Noor. “Boo understood the quiet beauty and strength of that moment and helped us bring it to life.”

Describe your photography style in three words?
Classic. Romantic. Cinematic.

What’s something people wouldn’t expect about you?
I collect tea towels.

Song that always sets the mood?
The Rolling Stones - Gimme Shelter

Noon By Noor in one word?
Elegant.

One piece of advice you’d give to emerging photographers?
Don't stop.