Salt & Lemon is a Dutch clothing company which is inspired by the multicultural society of Rotterdam. It believes in the value and the possibility of bringing together different cultural groups. The latter is being done by expressing the beauty of various cultures around the world by combining elements of different cultures with modern fashion.
The brand created an editorial with photographer Tyson Ernste to create more awareness for own cultural backgrounds. The series symbolizes the people who feel chained in society because they feel forced to behave according to ‘normal’ standards. The figures in the series are struggling to be accepted by society while living according to other cultures and traditions they feel connected to.
The message Salt & Lemon gives through this editorial is: ‘Do not forget your roots.’