Shooting from the hip for the chola girls, Mexican photography duo iEve & Rodrigo conjure a subversive and feminine fierceness straight from the border town of Tijuana in their new fashion series.

Epitomised by big gold hoop earrings, brand name underwear, baggy polo shirts, berry coloured lip liner, and of course the Aquanet-sculpted fringe curls, the chola identity comes from the marginalized Mexican American youth of Southern California and the Mexican borders. It’s a culture that deals head on with gang warfare, violence, poverty and racism. Taking no shit, with a look at me but don’t fuck with me attitude, the chola is strong and proud.

Chola style has been appropriated by pop stars and celebrities, but it’s a subculture that is more than a fashion statement. For a true chola it’s a statement of struggle and identity. And for our Mexican duo, the inspiration is right there on the street.

 

Recommended view in fullscreen.

 

photography: iEve & Rodrigo

facebook: ieveandrodrigo
instagram: @ieve_and_rodrigo
twitter: @iEveandRodrigo

 

styling: Hernán Esquinca

facebook: Hernán Esq-Rov
instagram: @hernan.esquinca

 

hair & makeup: Keren Murillo

facebook: Keren Murillo Glez
instagram: @kerenmakeupart

 

models: Columba para Wanted and Caroline para Broke