To nurture.
What does this word mean to you?
Perhaps it means to nurture yourself — your language, culture, and traditions. To nurture your identity.
To cherish what unites thousands of people into one whole.
Perhaps it means to be fearless.
To have no fear of being yourself — to show yourself, to search,
to fight, and to explore who you truly are.
To explore your own identity.
This is the very idea behind the incredible IDENTITY project by BACKSTAGE beauty&refresh. To reveal that idea, they created breathtaking visual stories.
Inspired by the nature of our Carpathians — their waterfalls and mountain rivers — this image radiates our sense of freedom, our longing to remain untamed and free-spirited.
Roots — that became the concept behind this photoshoot. They intertwine as beautifully as braided hair, symbolising the depth and interconnection of meanings — of our history.
An apple orchard, open fields — isn’t that how we imagine the everyday life of our ancestors These very locations fill the next shots with a sense of light and continuity. They highlight the authentic beauty of Ukrainian women.
And finally — the city. That’s where our lives now unfold. No matter how far we chase success and dreams, we always return to nature, to our essence, to our identity. The young man in the photo embodies this balance — the desire to always return to ourselves.
