Rachid Kaddouri is from Aday, a commune in the Anti-Atlas region. He grew up in the mountains, in a house near the river, where he learned to connect deeply with nature, working the land with his axe and nurturing a passion for making the farm greener. This environment is also where he attended both school and a Quranic school before moving with his family to the city in 2012.

After obtaining his high school diploma, he pursued English studies at university for two years. In 2018, he moved to Tafraout, where he worked with a local cooperative focused on the region’s renowned Argan oil and Amlou products. He served as both a photographer and social media manager for the cooperative. This experience deepened his connection to the unique cultural heritage of his region and sharpened his skills in visually communicating that heritage.

His interest in visual arts, which had begun as a way to express his thoughts and vision, led him to start photographing in 2015. Initially capturing portraits of friends, as well as street and city scenes, he soon felt inspired to return to his village with his camera, capturing the people, customs, and traditions etched into his childhood memories.

Over time, he realised that photography and visual arts could be powerful tools to celebrate and elevate Amazigh identity and heritage, presenting them in modern, visual ways that resonate across generations.