Watch: The trans-led salon in Brazil celebrating queer identity

“I think there’s something mysterious and enchanting about being able to change ourselves in any way we want,” says trans visual artist Roma Joana, who hails from Brazil. “Hair has this incredible capacity to change, morph and adapt. I find it an interesting intersection between many of our experiences as non-normative bodies.” 

This transformative ability of hair, and the way it’s used as a tool by people to construct, express and protect their queer identities, is at the centre of a new short documentary directed by Joana. Titled Sinto Muito, the film delves into the universe of the Pelo Tosco salon and beauty collective, a space created and run by trans people in São Paulo, which works to destandardise the concept of beauty and provide a safe and inclusive environment for clients.

In Sinto Muito, we follow four multidisciplinary artists as they give testimonials on their relationship with hair while simultaneously the hair becomes living works of art around them, reflecting how their ever-evolving identities are constantly changing and strengthening. With a majority trans and queer crew in front of and behind the camera, the film demonstrates how hair transformations can reaffirm both individual and collective identities, and ultimately be used as a tool for non-normative beauty.

“We wanted to show that there are many beauties beyond those that conform to normativity, exploring the power of rebellion and the expression of plurality in our community,” says Joana. “It is an act of resistance and affirmation of our self-esteem.” Dazed spoke to her about the film, creating the hair sculptures and telling queer stories through hair.

How did the collaboration with the beauty collective Pelo Tosco come about?

Roma Joana: We’ve worked together before and it’s always a pleasure! Pelo Tosco is a place where I can meet loved ones and share a network of amazing talents. I think our collaboration brought the project to another level. We developed the salon’s new visual identity together, and we also share ideas on the film and still pictures. Besides, for a few years now I’ve only had my hair done there, and it’s always a treat!

The hair looks in the film are beautiful – what significance do they hold and how were they developed?

Roma Joana: Our first idea was to get together and experiment with hair sculptures. We knew we’d like to remove hair from the staticity of the head to make it more dynamic. We wanted to explore hair’s amazing capacity to protect and reinforce our identities.

During the four acts, which begin with the bald head and the absence of hair, we explore overlaps, accumulations, and other representations of the possibilities of hair. As we progressed, we began to consider how we interact with hair on a daily basis. We found this particularly intriguing and began collecting statements for a film, because we were also intrigued by the ways in which fiction and reality can sometimes collide.

How has your relationship with your hair evolved throughout your own queer journey?

Roma Joana: Identifying myself as a travesti living in Brazil, hair is an important tool. Sometimes I use it to connect with myself as a child, to honour her in a certain way. My process with my hair makes me ‘sentir muito’, feel a lot of things. I like that the name of the film reflects that. I don’t know where we’re going, but we have an amazing route ahead. And Pelo Tosco is that very special place where I can explore my hair transmutations.

What do you hope audiences will take away from watching Sinto Muito?

Roma Joana: We want people to feel comfortable in their own skin and happy to be who they are. In a world that is still so binary, defending differences in their most existential manifestations is fundamental to creating empathy. The film is a call for self-esteem and respect, both within and outside the queer community.