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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

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