Tatiana Cinquino
Salt & Pepper is one of Roots' most iconic fabrics — forty years old, immediately recognizable, and beloved precisely because it has never tried to be fashionable. The creative challenge for this anniversary capsule was to do something that felt genuinely risky: hand it to a designer whose practice is rooted in architectural silhouettes and non-traditional forms, and strip away the colour entirely to see what remained.
As Creative Director, I led the concept and on-set direction — building a visual language around sharp, directional shadows and high-fashion editorial poses that placed the structural innovation of each silhouette at the centre. The result was a campaign that held two ideas in productive tension: the deep familiarity of a heritage textile and the cool remove of contemporary design. Both were made stronger by the presence of the other.
Brand: Roots Canada.
Role: Creative leadership, omni-channel strategy, on-set direction, creative concept and brief.
Seen: Roots.com, social channels, emails, in-store and window.
Credits: Photographer: Charles Graham.
"Iconography is a living archive. By evolving our most celebrated fabric into non-traditional, architectural silhouettes, we transformed a heritage staple into an immersive narrative of modern craft — celebrating forty years of Salt & Pepper through a cinematic, monochromatic lens that honours the sophisticated tension between tradition and avant-garde design."
— Campaign Thesis
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