Chola runway shows reclaim cultural pride in Bolivia

In Bolivia, specifically in the town of Viacha, an innovative runway show recently took place, showcasing the vibrant traditional attire of Indigenous Aymara women. The event unfolded on a Friday evening, transforming the main square into a makeshift catwalk, where girls aged 15-25 confidently displayed their outfits amidst a lively atmosphere filled with early 2000s American pop music. This event drew participants and spectators alike, as local families and supporters cheered in both Spanish and the Aymaran language. This celebration of cultural identity is rooted in a complicated history where the Aymara people faced centuries of conquest and assimilation pressures, leading to the suppression of traditional attire. However, in recent years, there has been a notable resurgence in the cultural pride surrounding Indigenous fashion. The modern interpretation of the traditional garment known as 'pollera'—a vibrant, bunched-out skirt—became a focal point of the runway show, reflecting a broader trend of reclaiming and honoring Indigenous heritage in contemporary society. Moreover, political changes in Bolivia under the administration of Evo Morales have contributed to this cultural renaissance. By implementing a new constitution that recognized the rights of Bolivia’s diverse ethnic groups, he expanded appreciation for Indigenous languages and arts. This shift has fostered a thriving trend of Chola fashion shows and beauty contests, further nurturing pride among young women who wish to embrace their culture with joy and confidence. Despite facing economic challenges, exemplified by rising food costs, many of the participants expressed both excitement and pride in showcasing their looks and celebrating their heritage through fashion. The event has effectively highlighted a sense of community and determination among young Aymara women as they navigate their identities in a rapidly changing socio-economic landscape. Through runway shows like the one in Viacha, the next generation is redefining perceptions of what it means to be a 'Cholita,' transforming an originally derogatory term into a badge of honor.