Moustaches are so last month, with all-over facial hair the new vogue for London's trendsetters, but for 30 million Sikhs worldwide beards are more than just the latest fashion statement.
A pair of west London photographers have chronicled the huge variety of beards and turbans sported by worshippers as an expression of their faith.
Cousins Amit Amin, originally of Hayes but now living in Slough, and Naroop Jhooti, who grew up in Southall but has lived in Hounslow since the age of 13, drew on their Sikh roots for The Singh Project.
They spent more than a year photographing subjects from doctors to magicians - each linked by a common name, Singh (Sanskrit for lion), given to all baptised male Sikhs.
From full-flowing facial locks to put Gandalf to shame to more manicured chin hair a la George Michael, the diverse array of beards illustrates how people manage to express their individual style while observing the symbolism of their religion.
Mr Jhooti, 33, said the sudden popularity of beards had inspired him and his cousin to document what has been a key part of the Sikh look for hundreds of years.
"We wanted a project which said something about our Sikh culture and heritage because there aren't many of us in the creative industry," said the former student of Latymer Upper School in Hammersmith.
"We noticed beards had suddenly become cool so we thought why not look at the beards which have been part of the Sikh identity for so many years."
The duo began by photographing friends and family at local Sikh temples like the Gurdwara Sri Guru Singh Sabha, in Hounslow, where Mr Jhooti regularly worships.
At first people were reluctant to volunteer but coverage from the New York Times and Buzzfeed helped them raise £10,000 for the project through crowdfunding site Kickstarter and ensured a steady of willing models.
The final line-up of 35 portraits, which go on display next month, range from older Sikhs like Mr Jhooti's grandfather Darshan Singh Bhooi to the younger generation like Pardeep Singh Bahra, who recent became the face of Samsung. One subject is too young to have even sprouted stubble.
Uncut hair is one of the five Ks, which are key symbols of the Sikh faith, but not all devotees choose to sport long beards and turbans. Mr Jhooti himself has closely cropped hair and similar length stubble.
"It's really interesting to see how people's beards are an expression of their personalities, from the very orthodox guys with their long, flowing beards to people like us," said Mr Jhooti, who with Amit has previously photographed the likes of rapper 50 Cent and comedian Ricky Gervais.
"We're very attached to our faith and identity but we're not at the stage where we're able to commit to that. It's not a decision for which we've faced any prejudice.
"When my other grandfather first came to Britain Sikhs were persecuted and he had to cut his hair to try and blend in just so he could get a job. Nowadays people want to stand out from the crowd and having a long beard and turban helps."
The exhibition opens three days into Movember, the annual charity growathon during which moustaches and beards become de rigeur, but Mr Jhooti insists the synchronicity is a happy coincidence.
"It's also the centenary of the outbreak of the First World War, in which Sikh soldiers played a major role, so Sikhism is at the forefront of many people's minds, but the timing's not deliberate," he said.
It's not like they need any extra attention. As well as garnering international coverage for the project, the duo took third place in the prestigious Prix de la Photographie Paris last year for their image of student Ishtmeet Singh Phull.
But perhaps unsurprisingly it's among the trendy barbershops of Shoreditch that their work has been generating the biggest buzz, with many now following them on Facebook and Twitter for inspiration.
* The Singh Project is at The Framers Gallery, 36 Windmill Street, Fitzrovia, from November 3-15. Entry is free and opening hours are 10am to 5.30pm.
* For more about the project and its creators, visit www.singhproject.com, follow @AmitandNaroop on Twitter or check out the 'amitandnarooplondon' Facebook page.
