Noor Alazzawi: Bringing Youth Subcultures to the Fore

If there’s one thing about Noor Alazzawi, she’s going to make it real. Known on Instagram as Babylon, the Iraqi creative director and image architect has spent the last decade shaping what modern Arab culture looks and sounds like—whether she’s styling Wegz, directing visuals for Prada, or curating soundtracks for a new wave of Gulf creatives.

Authentic and always for the culture, Alazzawi’s work sits at the juncture of identity and attitude. Born in Baghdad and raised in the UAE, she is laser-focused on representation with edge, complete with an eye for detail that has made her a creative shapeshifter in youth culture across the region.

What inspired you to start doing what you do?

I always knew I’d end up doing something multifaceted in arts and fashion. As a kid, I was always painting, sketching, and making clothes for my Bratz dolls. I’ve basically been doing the same thing ever since, just on a bigger scale. ‘If not now, then when?’ is my motto. That’s what keeps me going. 

Who are your influences and inspirations?

My roots, first and foremost. Being Baghdadi and Kurdish, raised by traditional parents, taught me pride and resilience. A lot of what I do is for the culture, for the girls, the cousins, and anyone who wasn’t given the freedom to choose their own path. I had to go against expectations to get here, and even when those expectations felt limiting, I found ways to turn them into power. 

I may not have grown up in Iraq, but living in Sharjah, such a melting pot, made me deeply curious about other communities and art forms. I’m inspired by every creative who makes something honest and original, by conversations with upcoming artists, and by that constant need to create and explore new mediums.

What change are you hoping to drive with your work?

Our culture has always been the reference. So many global hits sample or are inspired by Arabic sounds. The same goes for fashion and beauty trends. Our roots and identities are incredibly rich and diverse, yet they weren’t always recognised or celebrated. That’s shifting now—each new generation is more confident and unapologetic about who they are. I’m proud to be part of a wave of creatives helping our culture get the credit it deserves and expanding our influence even wider for those coming next.

What fuels your creative process?

I genuinely love to support talent from our region, platforming people who are overlooked. I love being able to contribute to someone’s career through my connections and knowledge, and do it purely out of my passion for the creative energy here. I enjoy exploring different mediums and building stories that celebrate and showcase who we are.

What would you like to achieve or reshape with your practice?

I’ve always believed there’s enough space for everyone to succeed. At a time when competition and pressure are high, I hope to keep reinforcing that collaboration and giving back to your community is key. My mission is to keep using creativity as a tool to strengthen our cultural identity and empower both the youth of my country and the region’s evolving creative scene.

What projects are you working on?I’m currently in the middle of my first film project, Water Wahid, as an image director. It’s directed by Ali El Arabi and stars Wegz in his first leading role. I’m also working on some amazing projects with Raad Records, including an EP with Baghdadi artist Ali Najim, and gearing up for the launch of my jewellery brand. I’m creating pieces that are meaningful to me as we speak.