Ceremonia Centers Latinx Identities
Accompanying an explosive photoshoot shot by photographer Josefina Santos, video work brings the set alive, showing that these models are more than a curated picture but actualized people with stories and perspectives. Videographer, David Barron, highlights each model posing, laughing, and appearing confidant in a sorbet of color. This campaign is more than hair care, it provides representation for a mass of people across the world while altering what it means to identify as Latinx. Allowing each model to speak their truth and elaborate on their identity creates a dialogue with the consumer and leaves a conversation open.
Maristella Gonzalez expands, “[…] reminiscent of the tendederos ever-present in Latin America, that serve as a two-fold metaphor; for the multiple layers that exist within our identities, and for the notion of Latinx cultures being a tapestry, where different fabrics join together to form a greater whole while retaining their individuality and sense of self.”
Check out Ceremonia’s campaign and shop their products at ceremonia.com.
