The roots of Chola makeup is deeply intertwined with the cultural and social experiences of Mexican American women (like mua, afrolatinx, afrolatinas wya! ) in the southwestern United States, particularly in Southern California. It emerged as a form of self-expression and resistance against societal norms and expectations, evolving from the pachuca style of the 1940s into the Chola aesthetic of the 60s and beyond.
Pachucas (1940s) And Chola Identity (1960s-present).
The precursors to Cholas, pachucas, created a distinct style in the 1940s, influenced by wartime fashion and rejecting mainstream American feminine styles. They adopted bold makeup choices like dark lipstick and dramatic eyeliner, more than likely paired with voluminous hairstyles like pompadours, as a way to express their cultural identity and challenge societal expectations. The Chola look evolved from Southern California, becoming a symbol of strength, resilience, and cultural pride for Mexican American women. It became a way to assert their identity in the face of racism, poverty, and gang violence, which were realities for many in their communities.
It hard started with Big bouffant hair, defined eyebrows: often thin and sharply arched. Dramatic winged eyeliner, defined, often overlined lips: typically the dark lip liner creates a fuller lip shape.
Makeup and Beyond…
with the little details in eyebrows, eyeliner, and lips combined with a High-contrast makeup; A deliberate use of contrasting colors, such as dark lip liner with lighter lipstick, to create a visual impact. The Chola look goes a step further in beauty like hoops, Dickies, oversized shirts, as well as hairstyles like high ponytails and or braids. Extending beyond just the look, the chola look is more than just a fashion statement: it’s an identity. It is a tough culture to live in and grow up through it, it was a signifier of struggle and a hard-earned identity conceived by a culture that experienced violence, gang warfare, poverty, and conservative gender roles; the beauty of the chola culture had emerged from that. Its more than a look like some people in the media portray it to be: its loyalty, family, low-riders, expression, strength, and showing what is important to you that others want to emulate.
Significance and appropriation.
The Chola look is often seen as a form of "folk feminism," representing a way for marginalized women to express themselves and challenge traditional gender roles. the other hand theres the Culture appropriation. The Chola aesthetic has been widely adopted by mainstream culture as was mentioned before, often without acknowledgment of its origins or the struggles of the community that created it. Where elements of a marginalized culture are adopted by those in a position of power without understanding or respecting its history and significance, can be and IS seen as culture appropriation.
Regardless of its appropriation at times the Chola look has significantly influenced mainstream beauty and pop culture, inspiring trends in makeup and fashion, and inspiring people to take pride in their roots.
The Chola look has and will continue to be a powerful symbol of resilience and cultural pride for Chicana women just as much as the lifestyle itself. It represents a generation after generation strength, our loyalty, what we love, resistance against societal pressures, us as women/ebonies/enbies, our history as chicanas/cholas/cholx, and just being ourselves. People who have lived that life live a very layered life, struggle and more importantly resistance is behind all the beautiful things that comes outta it, talk to people who have lived that life, it’s important to honor that. Don’t forget to respect all peoples cultures at the end of the day my loves.
“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 easy for young privileged girls to want to have the look, but when they are done dressing up in their ‘chola costume,’ they don’t have to go back home to the hood and deal with discrimination, violence, and poverty… We can’t just brush the Aquanet off our hair, take our hoops off, and go back to normal suburban life like they can because this is our reality. We live this every day.”
XXX, yours truly, Vee
some articles and videos i recommend watching to further educate and understand the culture and lifestyle! Each of these either are latinx or interview people who are go show your support!
By Barbara Calderón-Douglass
An Ode to Cholas and Latina Beauty By Talaya Champion
Reclaiming Latina Aesthetics Like Chonga & Chola Style
An Ode to Cholas and Latina Beauty By Talaya Champion
Reclaiming Latina Aesthetics Like Chonga & Chola Style
By V. Alexandra de F. Szoenyi
The Chola Aesthetic: What To Know About Its Roots & Culture : filmed By NowThis Impact
Inside Chicana Lowrider Culture: LA : filmed By Peter Santenello
The Chola Aesthetic: What To Know About Its Roots & Culture : filmed By NowThis Impact
Inside Chicana Lowrider Culture: LA : filmed By Peter Santenello
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