ROOTS is my final project, completed as part of my Visual Communication degree at the Holon Institute of Technology in 2018.

 

This project, filmed in Uganda, delves into the impact of Western beauty standards and their

far-reaching influence on cultures globally. The inspiration for this work arose from my own personal struggle with conforming to these ideals, particularly regarding my hair and the societal pressure to straighten it. During those years of study I travelled twice to Uganda, as a photographer and as a volunteer. While visits to Uganda, I was profoundly struck by how many women feel compelled to alter their natural hair, seeking to align with Western beauty norms. This pursuit often distances them from their rich cultural heritage in Africa, which I experienced as fascinating an special.

Through my lens, I sought to inspire all of us to rediscover and embrace our unique cultural identities, celebrating our natural beauty and fostering a deeper acceptance of ourselves.

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As part of the project presentation, I constructed a replica of an African hair salon at the Holon Institute of Technology. The video footage was projected behind the mirror of the stylist's station, creating an immersive experience. On the table, I placed catalogs featuring photographs I captured in Uganda, showcasing hairstyles that we recreated from pre-colonial times, accompanied by quotes from the women featured in the film. This installation aimed to highlight the rich history and cultural significance of these hairstyles, encouraging dialogue about identity and beauty in a post-colonial context.

 

Filmed , directed & edited - Yarden Rokach

Assistant - Moses Misanvu

Music - Lava Dome

Guidance - Karin Kainer

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