Featuring Joy M’Batha
Film by Helena Poneli Pataki
Soundtrack by nikø – obrigado, dkvpz
I’ve always been fascinated by the role of medical plants throughout the history of ancient societies, folklore, magic, and science. Just like accusations of witchery were once used to reduce the influence of herbalism and its largely female pioneers, the stigma surrounding cannabis has much to do with capitalism, the patriarchy, and our losing touch with nature. My dream is that one day everybody will feel that nature is an extension of ourselves, rather than something simply happening around us. That’s why the word phytophilous (adj. thriving in the presence of plants) really resonates with me. And I love how SKØN reminds me of this.
With this campaign, I wanted to take the opportunity to bring my ideas and sketches of plants as lively and erotic to life. The fierce and unapologetic Joy M’Batha complements and embodies that energy like no other. Finding that Joy got my art direction right away—taking over the sexy environment like a bawws—was magic!
– Helena Poneli Pataki
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