Karachi, In a significant cultural partnership, JS Bank, one of Pakistan's leading financial institutions, has teamed up with Mario Testino, an iconic figure in the world of photography, to capture the essence of Pakistan's rich cultural heritage. Testino, renowned for his work with the British Royal Family and numerous global celebrities, embarked on a journey across Pakistan to include the nation in his 'A Beautiful World' series, a project that explores the diversity and vibrancy of cultures around the globe.

According to JS Bank Limited, this collaboration aims to place Pakistan on the international stage, showcasing its unique cultural identity and the dynamic tapestry of its people and traditions. Testino's visit has led to the creation of a series of photographs that highlight the colorful life in various Pakistani regions including Sindh, Punjab, Khyber Pakhtunkhwa, and Gilgit-Baltistan, as well as a special focus on the President’s Bodyguard.

Basir Shamsie, President and CEO of JS Bank, expressed pride in the partnership, stating, "We are honored to partner with Mario Testino to get Pakistan featured on an international platform. With this collaboration, we aim to highlight the real essence of Pakistan’s diverse culture, people, and rich history and share it with the global audience.”

Mario Testino's work is celebrated worldwide, with eighteen exhibitions and over sixteen published books documenting his extensive career. His project, 'A Beautiful World,' aims to capture the beauty and diversity of the world's cultures, making his visit to Pakistan a significant addition to this illustrious collection. This initiative by JS Bank is a part of their ongoing efforts to promote a positive narrative about Pakistan and deepen global appreciation for its rich heritage and cultural depth.