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Latinas Have Always Been Fashion Trendsetters: These 5 Rising Fashion Brands Are Proof
Maybe you’ve come across some of the latest fashion trends that resemble your mom’s closet scrolling through TikTok or at New York Fashion Week and the VMA’s, or even your favorite tia’s yearbook photos or your older cousins' outfits from back in the day. It’s not surprising that many of today’s trends are inspired by different generations of Latinas from different neighborhoods and regions. In reality, some of these fashion looks are actually cultural statements, and for many Latinas, it's an expression of identity and a merging of their multicultural lifestyle.
For most of us, it is a visible validation of self-acceptance and a symbol of rebelling against what is deemed as “trendy” or “acceptable” in the mainstream world.
Intentionally, many Latina-owned brands and designers are curating collections and pieces that not only fit their personal aesthetics but also represent our cultura and the trends they saw their own families and Latina idols wearing growing up. For many of us, it’s more than just a superficial form of expression; it's our legacy and history in a world where some of us are still struggling with identity issues due to colonization, displacement, and erasure.
While the mainstream fashion world may not always give the BIPOC community the proper credit for their contributions to the industry, many emerging designers of color are breaking this status quo and celebrating their own identity regardless if it’s on trend or not. They are doing this while also creating their own opportunities to showcase their art through photoshoots, marketing campaigns, fashion shows, and collaborating with real people from the community to express themselves.
The reality is that Latinas have always been fashion trendsetters and fashion is embedded in our cultura just like our food, music, and customs. Fashion starlets like Rita Moreno, Maria Felix, Bianca Jagger, and Celia Cruz were all trailblazers in an era where most Latinas were not seen as fashion icons. However, these stylish pioneers set the tone for others to follow in their footsteps. Fast forward to the ’90s and 2000’s, fashion icons like Thalia, Paulina Rubio, Lisa “Left Eye” Lopes, Selena, Tatiana Ali, Jennifer Lopez, and Salma Hayek are all responsible for many trends still happening today.
Even though our cultura goes beyond the clothes we wear and what we buy, it's important to validate and express our individuality. Fashion is a form of radical self-acceptance because whether we are on trend or not, we aren’t going anywhere.
Check out these rising fashion brands making their own mark on the fashion world and representing our cultura from head to toe.
Persona Shop
This Latina-owned shop is one of the only shops dedicated to curating Latina fashion trends and brands located in the heart of Los Angeles Mid-City. Most recently, they had a pop-up shop during New York Fashion Week, merging the eclectic fashion scene of the two coasts under one roof. A true celebration of what Los Angeles has to offer.
Pauchains
Pauchains is a NYC-based fashion label founded and designed by Paulina "Pauu" Montie. Its unique designs range from sustainably sourced jeans to one-of-a-kind jackets. Their recently archived collection THE MUÑECA COLLECTION brought a taste of Chicana culture to the NYC fashion world. The label is evolving and has plans to curate more bicoastal collections in the near future.
Ella Loca
Designed and made proudly in New Mexico, this rising fashion brand creates its own tendencies and fashionably takes nostalgic trends to extraordinary heights. The brand has already garnered attention from many influencers and creatives.
Equihua
Equihua, pronounced "e-KEE-wah," has taken up space in the fashion industry, and rightfully so. Their eclectic designs like their iconic cobija coats have not only set in motion a groundbreaking trend but have created a definitive cultural statement. Designer, Brenda Equihua created “Portalwear,” which is more than street fashion, it’s a lifestyle. Equihua has opened the doors and given permission to other rising Latine designers and brands to cultivate their own aesthetics and create their own trends. You know an Equihua design when you see it and it’s gained high-fashion recognition as seen on celebrities such as Bad Bunny, Young Thug, Princess Nokia, Yara Shahidi, and more.
Selva Negra
The Los Angeles-based brand is designed ethically and from sustainably sourced materials while committing to zero waste. Although fashion is a valid form of artistic expression it is also considered one of the most harmful industries to our environment. Brands like Selva Negra, however, are ensuring they are leading by example and creating products that are carefully curated with the health of the environment and Mother Nature in mind, while also representing our colorful cultura. This size-inclusive brand has been seen all over red carpets and events this past summer.
There's something transformative about adorning yourself with empowering statement tees, especially when they're rooted in our rich cultura. Dive into our curated list of five standout Latina-owned t-shirt brands, and let every wear be a reminder: You are poderosa, hermosa, y talentosa!
JZD
JZD started off as a spark of inspiration and emerged as a beacon of Latina empowerment. Founded by the dynamic duo Jen and Vero, this brand has a rich history that reminds us of the strength and resilience of Latinas. From launching with their iconic Pink Latina Power Tee on Etsy to building a community-driven brand, JZD epitomizes the power of representation and staying rooted in one's culture. It's more than a clothing line; it's a movement, and its founders' story is a testament to passion, resilience, and community.
Viva La Bonita
Born from a school project and molded into a movement, Viva La Bonita is Rachel Gomez's tribute to the indomitable Latina spirit. With tees that read “Allergic to Pendejas” and “Fierce like Frida”, the brand encourages Latinas to wear their pride and strength boldly. Every VLB T-shirt is an embrace of Latine culture, streetwear, and the dreams of fierce mujeres everywhere.
Brown Badass Bonita
Brown Badass Bonita is a celebration of love, self-acceptance, and revolutionary spirit. Created by Kim Guerra, this brand serves as a statement and shield for those who wear it. Beyond fashion, Guerra’s bilingual poems and affirmations echo the call for change, advocating for various marginalized communities. This brand is a living revolution, inspiring and uplifting everyone to wear their wings with pride.
Karla and Co.
https://www.instagram.com/p/Cuk39mSvUsH/?img_index=1
Want to showcase your Latina heritage with a hint of Puerto Rican zest? Karla and Co. is your go-to. Established in 2017, this brand champions cultural pride through its vibrant and affordable designs. Whether you're looking for classic designs or tees with a twist, Karla ensures that every Latina finds her perfect style statement.
For My Homegirls
https://www.instagram.com/p/CooLIdAL1wh/?hl=en
For My Homegirls, founded by Angie, is a heartfelt ode to the Latina community in San Diego and beyond. With tees flaunting messages like "Échale ganas, homegirl", this brand is all about love, pride, and daily reminders of our inherent magic. Each piece is designed to inspire, uplift, and celebrate the Latina spirit in its most authentic form.
Supporting these brands means more than just wearing a tee; it's about celebrating stories, resilience, and the boundless spirit of Latina women everywhere. So, why wait? Grab your statement tee now and join the movement!
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Morena Mia, the Queer Latina-owned slow-fashion retailer, and eclectic creative hub, has partnered with the notable Latina-owned intimates brand Señora Calzones once again to create a limited-edition Brujita-inspired intimates collection in collaboration with La Brujita Del Jardin.
The collection is inspired by the manifestation poetry book, Cosmica, written by Latina Author and Brujita Poet Natalie Garcia. Since its release, the book has been highly acclaimed and embraced by manifesting Latinas and brujas everywhere.
The Morena Mia 7-Piece Exclusive Collab between La Brujita Del Jardin and Señora Calzones includes a glamorous Diosa lace robe with feather sleeves (Venus Robe $222), a seductive matching two-piece black lace intimate set (Lilith $99) available sizes XS-XXXXL, and a manifestation ritual box including a rose-scented Cosmica Candle, Cosmica Affirmation Deck, Cosmica Poetry Book, and a Venus-Lilith Ritual Card (Cosmica Ritual Box $166) to tap into the dark feminine energy within.
Morena Mia is highlighting brands like Señora Calzones and La Brujita Del Jardin to shine a light on the popular TikTok conversation of dark feminine energy through a sultry limited-edition intimates collection. Specifically shining a light on the dark feminine term to remove the negative connotation and decolonize the practices and lifestyles of BIPOC women who do not align with Eurocentric standards.
The sexuality and spirituality of Women of Color have always been demonized and controlled by hetero men who can have a limited perspective of what femininity can mean. When it comes to non-confirming spirituality, embracing ancestral and Indigenous practices is still often deemed “evil” and “devil-worshiping.” Even within communities of color. This is largely due to the conditioning of colonization and white supremacy.
In the subject of sexuality, many women of color are seen as less than for embracing and taking control of their own sexuality and not appealing to the mainstream standards of what is appropriate and palatable. Meanwhile, mainstream media and sources alike lack transparency towards the continuous hypersexualization and fetishization of Latinas and Black women through these patriarchal and misogynistic narratives.
Beyond the sexual revolution of the dark femme, the seductive intimate collection takes you on a journey to evoke the duality of femininity fearlessly. The body-inclusive Morena Mia editorial campaigns, audacious poetry, sensual garments, and unapologetic spirituality create an energetic reflection that sexuality and spirituality can be merged and revolutionized.
The Cosmica Collection will be available on July 27, 2023, exclusively on shopmorenamia.com, the one-of-a-kind retailer focused on breaking the barriers of high fashion and adapting more non-confirming campaigns to encourage BIPOC femme individuals to boldly and audaciously manifest their dreams into reality without asking for permission.
More about the BIPOC brands
Morena Mia, the new Latina Queer-owned eclectic slow-fashion retailer centered on highlighting BIPOC designers and brands, is known for their bold and inclusive luxurious campaigns pushing melanin-enriched skin and indigenous features to the forefront. It has established a trusted reputation for becoming the one-stop shop for the latest indie, street, and underground fashion trends born from barrios, slums, and ranchos. Blurring the line between street and high fashion, Morena Mia is making our barrios the runway. To learn more, visit shopmorenamia.com and follow the latest fashion trends @shopmorenamia.
Señora Calzones is a Latina-owned lingerie and loungewear brand created for diosas! They represent the freedom and liberation of repressed sexual pleasure and self-exploration. Offering both custom-made creations and ready-to-wear, every piece is intentionally designed in Long Beach, California. With each creation, Señora Calzones focuses on channeling the divine feminine within each mujer, one lingerie piece at a time. Visit senoracalzones.com and follow @senoracalzones.
La Brujita Del Jardin is a lifestyle manifestation brand created by writer and poet Natalie Garcia that reflects her own multidimensional lifestyle. The magic of the brand is centered on self-love, healing, self-awareness, emotional stability, and mindfulness. La Brujita Del Jardin's manifesting tools combine the power of words and affirmations to create a positive manifesting mindset and guide individuals tap into their own magic to manifest their dreams into reality by embracing their light and shadow parts and aligning them within. For more information, visit labrujitadeljaridn.com and follow the manifestation @labrujitadeljardin.
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