Girls from Viacha embrace their heritage in stunning fashion show
- In Viacha, Bolivia, girls aged 15-25 transformed a dirt roadway into a runway for the first time.
- Participants celebrated their Aymara heritage by wearing traditional outfits and engaging with American pop music.
- The event marked a significant cultural revival, showcasing pride in Indigenous identity amidst economic difficulties.
In Bolivia, a notable event took place in the town of Viacha, located southeast of the capital, La Paz. This town, situated over 12,000 feet above sea level, hosted its first-ever fashion show on a Friday evening. The event was marked by a vibrant catwalk performance involving girls aged 15-25 years, who strutted in traditional attire while traditional American pop music played in the background. The atmosphere was lively, as street vendors sold local snacks such as hot dogs and empanadas while the crowd cheered in both Spanish and the Indigenous Aymaran language. The participants wore traditional outfits that included glittering shoes and colorful skirts, known as polleras, highlighting their cultural roots. The fashion show also represented a significant cultural resurgence for the Indigenous Aymara community, who have faced centuries of discrimination and oppression regarding their traditional clothing. This event symbolized a shift in the perception of the “Chola” identity, which had historically been used in a derogatory context. Recent years have seen a reclamation of this identity by the Indigenous community, which was supported by efforts like the new constitution under Evo Morales. This newfound pride in Aymara culture has led to more fashion shows and beauty contests celebrating their heritage, allowing the younger generation to display their traditional clothing with confidence. The attendees included proud parents, many of whom shared personal stories for generations about working in traditional garments. The shift in cultural expression and fashion context could not have come at a more important time, given the economic difficulties facing families in Bolivia, where inflation has significantly impacted living costs. Despite the economic challenges, the event provided a platform for self-expression and celebration of Indigenous heritage. The models displayed not just clothing but a reconnection to their history and roots, signaling that the