“Indigenous Bolivian women use amazing fashion shows to reclaim cultural identity, turning shame into an explosive celebration.
One sequin, one pollera, and one bold step at a time is a fashion revolution taking place here in the Altiplano of Bolivia.
From a sign of marginalization to a powerful expression of cultural pride, traditional Indigenous clothing has become an unexpected runway for the community of Viacha.
Imagine a muddy lane transforming into a runway where young women in vivid skirts and bowler caps question years of colonial shame with every assured stride.
Early 2000s pop music blares, street vendors sell empanadas, and the audience bursts into mixed Spanish and Aymaran shouts.
These are not professional models, but rather the children and grandchildren of Indigenous women who once milked cows and sold cheese in outdoor marketplaces, all dressed in similar attire.
With shimmering shoes, pearl earrings, and layered skirts that chronicle perseverance, they are now reclaiming their legacy.
Rogelia Canaviri, a local dairy farmer, remembers a time when these outfits were indicative of rural poverty.
“People would associate these skirts with the fields; they would look down on us as rural peasants years ago,” she says. Her daughter Carolina models a transforming cultural moment as she walks the runway today.
The clothes have a complicated background. Originally worn by the Inca and later by Spanish colonists, the recognizable bowler hat first appeared in the 1920s, allegedly introduced by British railway workers during waves of occupation.
Once used as a weapon for cultural repression, the bowler hat has now become an emblem of Indigenous empowerment.
Bolivia’s political environment, particularly under former President Evo Morales, greatly aided this rebirth.
The constitutional changes of his government acknowledged thirty-six ethnic groups, supported Indigenous languages and raised folkloric arts. Originally a racist insult, the “Cholita” identity now makes one proud.
The runway for these young models is a statement of identity rather than just a fashion venue. “I dress this to have fun and to show off,” explains 21-year-old Brittany Cantuta Valeria. Today, we have achieved a level of respect.
Still, the backdrop is not without complications. Given the looming economic crisis in Bolivia, the elaborate designs, which include velvet caps and silk-fringed shawls costing thousands, represent a significant financial investment.
Dreaming of actual gold for their next performances, several females wear gold-colored earrings.
The essence of the evening is captured by fifteen-year-old Tomasa Ramirez: “I was incredibly frightened, but I understood this is the first time for all of us.” I look very beautiful. I now realize that modeling a cholita is my ideal job.
FAQs
1. What does one "Cholita" in Bolivian culture mean?
Indigenous Aymara women, who once used this name as a racial insult, have now reclaimed it as a proud cultural identity, honoring their traditional attire and background.
2. Where did the famous bowler hat originate?
Originally brought by British railway employees in the 1920s, the hat evolved into a unique item of wear for Aymara women.
3. In what ways has Bolivia's political environment shaped Indigenous fashion?
Underlining ethnic arts and extending constitutional rights, former President Evo Morales's government greatly raised Indigenous cultural awareness.
4. Why is the traditional clothing important?
The pollera, bowler hat, and shawl—layered skirt—represent centuries of cultural opposition and identity preservation.
5. Why should we give importance to these fashion events?
They provide young Indigenous women a stage to highlight pride in their background, turning historical shame into a cultural celebration.
Every turn of a pollera and tip of a bowler hat in Viacha is a revolution—soft, glittering, and very transforming.
