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Latina Women Are More Than The Stereotype
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When you picture a Latina woman, who do you see?
More often than not, you’ll conjure a typecast that’s been ingrained by years of Hollywood portrayal. Latina women are often pigeon-holed into stereotypes– Maids, prostitutes, drug dealers, or mob wives. When the media isn’t placing them as background characters in White womens’ stories, they’re categorized as sassy and “Chongalicious” or more recently, Hot Cheeto girls. Thanks TikTok.
Like most portrayals in movies, Latina characters are often vast dramatizations of real women. Most stereotypes come from Chicana, Chola and Chonga women– all thriving subcultures within the Latinx community reclaiming their place in society.
Chicanas and Cholas were born out of necessity. In the ‘90s, Mexican-American immigrants in Los Angeles banded together to celebrate their heritage and culture in a world that constantly shut them down. Their uniforms plaid button-downs and Dickies pants. Their Tejano music fast and their comebacks faster. Armed with dark lipliner and oversized gold hoops, Chicanas and Cholas live their lives without fear. Chongas, originating from migrant community groups in Florida, live just the same– unapologetically themselves.
What many claim as the first accurate depiction of the L.A Chola and Chicana scene was with the 1993 film directed by Allison Anders Mi Vida Loca or “My Crazy Life.” The women on screen fell in love, had hopes and dreams, and rocked hair poofs like no one else did. Anders’ characters opened up the gateway to the common culture, peeling back the curtain on what made the Chola and Chicana subculture so rich in history.
Let’s admit, badass women are easy to admire. For Cholas, Chicanas and Chongas, red lipstick is their warpaint. But when these women are pushed towards the fringes of society only to see their heritage watered down by celebrities and designers, it leaves a bitter aftertaste. Latina women are often categorized as rough around the edges, their femininity stripped in favor of a bad girl image that’s easier to commodify and market.
For years, celebrities and designers have turned into culture vultures when it comes to Latina women. During Givenchy’s Fall/Winter 2015 show, Creative Director Ricardo Tisci celebrated his runway with a “Chola Victorian” theme with laid edges and extravagant jewelry.
Celebrities aren’t immune. Cultural appropriation queen Gwen Stefani has a long history of using Chola and Chicana aesthetics in her music videos. In 2004’s Luxurious, Stefani parades around the streets of downtown L.A. as the only white woman and gets invited to la carne asada, the Mexican-version of a barbecue. If that isn’t enough, the virgin greek silk top is the cherry on top.
Stars like Rihanna and Selena Gomez have made some eyebrow-raising outfit choices. Nothing should be an excuse to parade around in a minority-rooted culture. A wife beater, half-buttoned plaid shirt and a teardrop tattoo may not be questionable on their own, but put together on Halloween by RiRi and the resemblance is uncanny. Yes, even your fave can be problematic.
As representation becomes an increasingly important topic in Hollywood, young Latina women are deservedly getting more attention across the media.
Colombian-American singer Kali Uchis was nominated for a Grammy in 2017 while Mexican-American actress Alexa Demie became an overnight sensation after portraying Maddy Perez on HBO’s Euphoria. Both women are known for their hyper-femininity, weaving their most-loved aesthetics with their culture.
Uchi’s Spanish-language discography feels reminiscent of another pop-star, the late Selena Quintanilla, known for bringing Latinx glamour to the forefront. Throughout her career, Uchi hasn’t been shy in experimenting with her wardrobe, opting for stilettos and fluorescent wigs. Everything she and the women at the forefront of her videos touch turns into gold. In her latest bi-lingual video, Aquí Yo Mando, Uchis and rapper Rico Nasty don elaborate makeup while giving off BFE (big femme energy).
Despite Demie being breakout star after her role on Euphoria, there’s still an underlying tension about being type-cast. Nevermind her luxurious glitter eye looks, inspired by her hardworking makeup artist mother– her heritage alone often places her into a box when auditioning in Hollywood.
In an interview, Demie says the stereotypes are still alive and well in tinseltown, with executives often opting for heavy Spanish accents when looking for “spicy” Latina roles.
There’s a lot to unpack there.
While women like Demie and Uchis can control their image to a certain extent in the press, the way they set the forefront for the perception of Latina women extends to regular, everyday folks. Their aesthetics– if they can even be pinned down– challenge the norm on what it means to wear your heritage on your sleeveTo Uchis, she’s an ever-evolving being on a quest to change the world.
“I have no aesthetic,” she said during an interview before her career took off. There’s an unspeakable power in that, refusing to be defined by an industry that struggles to except the multi-faceted strong, Latina woman.
Glamour isn’t just reserved for old Hollywood anymore. While older starlets like Sofia Vergara and J.Lo first arrived on the scene to challenge the grunge aesthetic, the younger generation like Uchi and Demie are using their beauty to challenge the stereotypes even further. Glossy lips, heavy eyeliner and gold hoops are an homage to the Chola, Chicana and Chonga women that came before them.
So next time you picture a Latina woman, remember the unwavering pride that comes along with it. No matter the subculture– Chola, Chicana, Chonga or the daughter of immigrants– Latinas have always been here, bubbling beneath the surface. It’s 2020, and they’re stepping forward to reclaim what’s rightfully theirs, wearing red lipstick of course.
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createdAt:Tue, 13 Oct 2020 13:52:04 +0000
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section:Culture