'Cartucho': the legacy of cowboy culture

Created between the interior of São Paulo and the south of Minas, photographer @luanarobertas2 was born immersed in rural life, which for her has never been synonymous with aesthetics, but rather with existence. Even before they spoke of "cultural rescue," she already carried with her the legacy of her roots, passed down through generations of Black, mixed-race, and Indigenous families—who sustained Brazilian cattle ranching.

It was by revisiting this history that Cartucho was born: a portrait of her life in the countryside, without filters or fiction. The images were taken at a horse farm, with everyday clothing, and highlighting the bond with the animals. For her, the beauty of the editorial doesn't come from exaggeration, but from the precision with which a story that time tried to erase is told.

We talked with the photographer about her roots and the importance of telling Brazil's story from the perspective of those who truly live its reality. Check out the complete editorial below.

"I was born, grew up, and still live between the interior of São Paulo and the south of Minas. I have always been in touch with rural life, an experience that, for me, has never been a trend, but a way of life. What is today called "cultural rescue" or "country aesthetics" has always been my everyday life.

When I see imported references from the American cowboy imaginary gaining strength here, I wonder: why? If in Brazil we have a vibrant, alive, and deeply rooted cattle culture in our history and territory. For many years, cattle ranching was sustained by the work of free Black men, Indigenous people, mestizos, and freedmen. This heritage, often erased, remains alive in the rural areas of the country.

I see my own family members growing up and forming within this same reality. And it was precisely by revisiting my history that I felt the desire to recreate this scene not as fiction, but as an extension of the truth.

The construction of the images was simple, almost like a cinematic cut of real life. The horse farm is real. The care for the mares is real. The clothes we used in the styling are the same as those worn daily to handle the animals in the countryside. I wanted the beauty of photography to come without needing to escape reality. Finally, Cartucho came from a more attentive look at my own story."

Technical specifications:

Editorial and Creative Direction, Photography: @luanarobertas2

Video: @alyssonfreitaz

Styling: @djullyb @anafaria____

Makeup: @luzcidez

Photography Assistance: @atemporalboy @almeida_igr