Joseph Ouechen was born into the slums of Casablanca, Morocco in 1982. He overcame his socio-economic disadvantages through constant dreaming, striving, and incurable optimism. He discovered his love for photography at age 19 when he received a Pentax camera as a gift, and he began documenting his surroundings. Through a web-based self-education, he developed an affinity for fashion and street-style photography, finally creating his own blog, You Are the Style, in 2007.
He made his name as a pioneer of street style photography in Morocco and wider North Africa and, within four years gaining international recognition for his work with celebrities including Kanye West, James Blunt, and Lenny Kravtiz. He now works with commercial clients like L’Oréal, Galeries Lafayette, and Casablanca Fashion Week and has had his work published in, among others, New York magazine, Elle, and EasyJet Magazine.