The Chola, the female counterpart of the cholo, emerged in the 60s and 70s and was a “working-class, young Mexican American female from the barrios of the southwest with a very distinct aesthetic, style and attitude,” according to Hellabreezy, an Oakland-based model, and modern-day Chola. “Being a chola is more than perfect eyeliner, gold accessories, or Dickies. It’s an identity forged out of the struggle to assert [their] culture and history, a struggle that continues,” said Hellabreezy. The gang-inspired Chola look was preceded by the predominant Pachuca style, who also had their own nonconformist style of dress and both these styles were a rebel subculture that rejected assimilation into a jingoistic white America that treated brown minorities like secondclass citizens. The Chola look has such complex culture and history behind it, yet there are numerous instances of chola appropriation in which all you need to enter into the culture is some big gold hoop earrings, thin eyebrows, and thick eyeliner. “Back in the day, we were mocked for looking different. Now, so many young girls want to emulate the look and have no idea of the cultural background or street politics associated with it” says Hellabreezy. It’s hypocritical to call it a fashion trend when celebrities wear big gold hoop earrings but call it “ghetto” if a Mexican woman wears it. Hence, we wanted our model, Diana Alcocer, to rock her big gold hoop earrings, thick eyeliner and red lipstick because she deserves to be able to embrace her cultural background without being labeled a certain way. model Diana Alcocer bandeau top Thrifted
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