Roots & Radiance
a Now You See Us editorial campaign
Roots & Radiance is a captivating editorial campaign that serves as a visual tapestry, weaving together the diverse stories of women from varied cultures. This unique project is an exploration of identity, heritage, and the natural beauty that emerges when tradition meets fluidity and legacy meets individuality.
In each series, women don their traditional attire, creating a canvas that not only showcases the rich tapestry of their cultures but also emphasizes the inherent artistry and motion embedded in cultural beauty and personal evolution. It's a celebration of the timeless grace found in the intersection of tradition and self-expression, while understanding the challenging nuances found within our intricate layers.
Beyond the visual narrative, Roots & Radiance is committed to sharing the profound stories of these remarkable women. Paired with each series is a storytelling piece that delves into the depths of individual uniqueness. The narratives serve as a bridge, connecting us to the roots of personal journeys while honoring the kinship that weaves through the textures and fabrics of diverse heritages.
Join us on this inspiring journey as we amplify the voices of these women, showcasing not only the beauty of their traditional wear but also the radiance that emanates when culture is embraced with authenticity and pride. Roots & Radiance is more than a campaign; it's an ode to the cultural richness that defines and unites us, inviting you to witness the power of stories told through the lens of tradition and the language of motion.
These stories delve into the multifaceted nature of cultural identities, celebrating the beauty that emerges when diverse cultural elements coalesce. Each story explores the intersection of contrasting cultural dynamics, highlighting the unique strength and depth that arise from embracing the complexities of dual identities. Embracing the Richness of Cultural Dualities
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Minami Ando
Minami grew up in Japan but recently discovered her Korean ethnicity. Now residing in New York, she embarks on a journey of self-discovery, navigating the intersection of her Japanese nationality and newfound Korean ethnicity.
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Diastika
Diastika grew up in Indonesia where her family is part of the Sumatran tribe. Her ongoing journey of figuring out what’s culture and what’s faith, and where the two intertwine, have helped her navigate her own evolving identity.
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Asa Larson
Asa was born to a Norwegian mother and Japanese father. She is consistently affirming her connection to both heritages while learning the best from each to shape her own journey.
These stories explore the evolving landscape of Asian beauty expectations. Each woman sheds light on the challenging traditional norms, redefining standards through their personal journeys and contributing to a significant shift towards a more expansive and inclusive definition of beauty within the Asian context.Breaking Boundaries in Asian Beauty Standards
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Deb Jungin Kim
Deb Jungin, a first-generation Korean-American, is navigating the space of third culture — caught between her parents’ upbringing in Korea and her own experiences growing up in America. This journey becomes especially poignant when exploring the beauty standards within these two cultural & societal influences.
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Nancy Ngok
Nancy often finds herself in a bit of an identity crisis as a Chinese-American who is constantly asked whether she’s Chinese or not because her appearance doesn't conform to stereotypical expectations. It confused her growing up but has now been a grounding force, deepening her sense of cultural identity.
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Sonika Vani
Sonika, an Indian-American, finds her utmost beauty and pride when adorned in traditional Indian dresses, especially since she received racist comments growing up due to her distinctive features. By establishing her own standard of beauty, she is fostering a positive connection with her Indian culture.
These narratives explore the challenges and triumphs of Asian women as they transcend conventional notions of "belonging", daring to navigate a landscape that extends beyond societal expectations. Each delves into the complexities of self-discovery and the courage required to forge a unique path, recognizing the role of their Asian roots in shaping their identities.Beyond Belonging: Navigating the Landscape of Identity
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Raelene Osma
As a child of immigrants, Raelene feels that she missed out on many Filipino traditions. However, she is actively establishing a connection to her roots by integrating Filipino elements into her daily life — making a deliberate choice to always embrace her culture.
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Hannah Kang
Hannah has observed the global embrace of Korean culture, prompting her to reflect on her role in representing her Korean heritage. Amidst stereotypes imposed by others on her culture, she's navigated the journey of finding her own place and identity.
The NYSU team gets candid about how the Roots & Radiance campaign has broadened their perspectives, unraveling the profound impact of empowering cultural stories in this three-part conversation. In building this digital experience, they were able to leverage the powerful influence of storytelling in preserving and sharing cultural identities.The Power in Telling Our Stories
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Weng Ian Kitsana Cheong
Weng Ian Kitsana shares how her experience as the photographer of her first editorial campaign has been a transformative experience, shedding light on her multicultural identity as Thai and Macanese. The entire process has been instrumental in helping her define her space in America without boxing in parts of herself.
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Danica Kevi Nontasak
Taking her photos alongside another Indonesian woman has deepened Danica Kevi’s perception of how beautiful and layered the Asian cultural spectrum is, even within the same culture. She is learning to reconnect with her Thai side, especially after her father’s passing, in her own way.
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Phuong Mai Nguyen
Phuong Mai opens up about the vulnerability she experienced in co-orchestrating this campaign. It goes beyond wearing her Vietnamese dress amongst other Asian women; it extends to hearing everyone's stories about discovering community in the nuanced spaces of multi-generational cultures.
