Horlar of Lagos: Through His Lens and His Sole

“Number 1 Lifestyle photographer in Africa” proudly stands as Horlar of Lagos’s digital welcome mat on his Instagram page. Just a quick scroll down will give you a sense of why.

Amongst the captivating snapshots of music legends, sports icons, and screen stars, Horlar’s lens immortalises moments that define contemporary African culture. But it’s not just the glitz and glamour that define him. With a keen eye for fashion, particularly sneakers, he’s the driving force behind Lagos’ vibrant Sneaker Fest.

Taking a leaf out of his book titled “Instagram page,” Horlar shares during the chat,” I don’t say this often, but I’ve made lifestyle photography an attractive niche.” And who could argue? His portfolio reads like a who’s who, capturing the pulsating beats of Davido, the raw energy of Burnaboy, and the enduring love of Simi and Adekunle Gold. Now, through his Academy, he’s creating a creative space and learning platform for visual artists and creators.

Your Instagram bio proudly proclaims you as Africa’s ‘number one lifestyle photographer.’ What do you believe sets you apart from your peers, and how do you continually innovate in your craft?

Absolutely! It wasn’t a prominent niche before; wedding, beauty, fashion, documentary, and architectural photography dominated. Especially here in Nigeria, lifestyle photography wasn’t recognised. But I changed that. I elevated it to a serious niche, emphasising its importance. Now, many are diving into it because they see its potential. Studio shoots are no longer the only option; people now understand that lifestyle photography can beautifully capture everyday moments—like posing in front of your car or relaxing in your living room. It’s about creativity and authenticity, showing life as it is.

Would I be correct to say that, as a lifestyle photographer, your work depends a lot on capturing your clients’ authentic moments? Case in point: the beautiful moment Adekunle Gold and Simi shared on stage.

In lifestyle photography, attention to detail is paramount because it captures unique, unrepeatable moments. For example, when Adekunle Gold and Simi shared a spontaneous kiss onstage, it was a once-in-a-lifetime shot. As a lifestyle photographer, you must be attuned to these fleeting moments because if you miss them, they’re gone forever. I don’t believe in taking countless shots; I wait for the perfect instant to press the shutter. It’s almost like having a sixth sense, anticipating when these moments are about to unfold. The rest of the shots can be more spontaneous, captured through careful framing and angles.

Your love for sneakers is evident, not just in your personal style but also in your endeavours, such as the sneaker fest you champion in Lagos, not forgetting your work with Nike and, more recently, Converse.

Each of my collaborations tells a personal story, reflecting pivotal moments in my life. Take, for instance, ‘Jumps to Kicks’ with Nike—it’s a visual representation of my journey as a photographer, from leaping into the unknown to finding my footing, quite literally, not forgetting my passion for sneakers.

Likewise, my collaboration with Converse, ‘Back to School,’ also holds nostalgic significance. In high school, I was drawn to mathematics and further mathematics, a subject I excelled in and enjoyed. This made me think I could have a career in it. When I shared the collaboration campaign on my Instagram, I reflected on how becoming a mathematician was once a dream that didn’t fly. Converse, a staple of my school days – probably yours and anyone reading this – provided the perfect canvas to evoke those nostalgic memories and connect with a broader audience who can relate.

The ‘Danfo’ concept with Nike resonates deeply with Lagosians and Nigerians alike. The iconic yellow buses are synonymous with our cityscape and culture. By incorporating elements like that into my designs, I aim to celebrate and share our unique stories with the world. It’s about creating something relatable that bridges cultures and allows others to understand and appreciate our Nigerian experience.

Do you know how many sneakers you own?

I don’t know, but I had about 110 pairs last I checked.

Do you plan to buy more, or are you done?

I’m not done. I’m never done. There’s a plethora of sneakers yet to be released, and among them, I have my eye on some iconic OG pairs that are currently quite pricey. Over time, I plan to acquire them all. At the top of my list are the complete Travis Scott collections, especially the highly coveted Travis Jordan 1s. I’m also eager to add various Virgil Abloh collaborations to my collection, including those with Nike and Louis Vuitton.

These collaborations aren’t just about personal style; they’re investments. Many of these shoes appreciate value over time, making them smart financial decisions. I already own over seven pairs signed by superstar icons like Victor Osimhen, Davido, Zlatan, Wizkid, and Olaolu Slawn. Each signature adds to their future worth, turning my passion for sneakers into a lucrative endeavour.

What role do you believe photography has played in the rise of streetwear and streetwear brands?

Photography holds about 75% of the essence of streetwear. It’s through photography that your style is vividly projected and meticulously observed. Just consider the global fashion stages like Paris Fashion Week, Milan Fashion Week, and London Fashion Week—photography captures every intricate detail, offering a visual narrative of the entire production.