Cultura : Latinx Edit

This report explores the richness of contemporary Latinx culture in the United States and around the Spanish speaking world. It captures a powerful moment of identity expression as the culture becomes a global driving force.

Healing

Our Latino communities have been front and center tackling a series of profound sociocultural shocks. From the unrelenting assault on immigrant rights during the previous administration, to the disproportionate physical, emotion and economic exposure and repercussion around the pandemic, Latinos are looking for a reprieve.
While the pandemic still rages on, they are looking for ways to get by and thrive. And the first step is a physical and emotional healing journey. For this the culture taps into what it knows best: the sense of community and rituals and traditions.
**Explore: timeless traditions, the power of self help and timeless healing rituals, the art of the conversation, programs focused on community and grassroots initiatives, listening**

Healing : Togetherness & Community Building

Togetherness

We have come together now more than ever when we have been forced to be apart. Latino communities throughout the country have stepped forward to fulfill a strong sense of duty. We are in awe of the work of organization like LaMás in Los Angeles which has organized ghost kitchen food drives to aid the neediest.
The density of our cities and our Hispanic neighborhoods has served as a communal emotive spring, giving us the fodder of exchanges to carry on.
Of special importance have also been community centers, volunteering organizations and meting places such as plazas and restaurants, which welcome our communities to connect and tell their stories.
**Explore: the power of community networks, meeting places including plazas, salons/barber shops, restaurants and cafés, and other places where the community comes to connect and share stories**

Social Creation Economy

While community organizations and civic leaders focus on strengthening the foundations of our communities, we have also seen an infusion of creative energy of entrepreneurs within the community focused on delivering cultural services and products. These businesses, many of them providing additional value as cultural hubs for healing, exchange and celebration are giving new creative life to our communities. Of special importance have been restaurants, retail, as well as community centers. We particularly love La Más’ campaign to beautify the exteriors of Latinx owned businesses so they can more actively attract new customers.
**Explore: Ways to partner with Latinx entrepreneurs, the beauty and power around communities, the symbolic, cultural and business power of downtowns.**

Afro Latinas, Presente.

Long a silent minority within the Latino communities, Afro Latinas are beginning new conversations around representation and demanding change.
Body Positivity.

As second and third generation U.S. feminism intersects with Latinx voices, a new set of cultural conversations challenge traditional Latinx moores around gender roles, sexuality, sex-positivity and fluidity.
Sabor.

As we cope with the convergence of stress induced by a global pandemic and what feels like an assault on immigration rights, we are finding solace in the foundational pillars of our culture, including its food.

Representation : Visibility & Latina Power

Visibility

Every wave of Census update sheds light on the transformative demographic impact of Latinos, both in traditionally strong Latino cities and communities as well emerging ones. This strength in numbers is also giving Latinos new opportunities to impact policy and systems at the local and national level. We see the impact in the greater number of Latino political representatives. One challenge, however, is the concurrent anti-immigrant rhetoric and affronts on voting rights. Stepping into this challenge are organizations like Voto Latino advocating for both immigrant and minority voting access rights.
Explore: issues of importance to the Latino community including the economy, access to healthcare ad education, and immigration reform. Engage the next generation of Latinx community and political leaders to map out and design public policy and community relations frameworks that build trust.

Latina Power.

Our cultures have always been both inherently patriarchal but also foundational matriarchal. As the U.S. explores and discusses new intersectional feminism and identity journeys, Latinas are stepping in the forefront. They are affirming their strong identity within and outside of our own communities. The conversations involve challenging traditional gender roles, new forms of intersectionality, and a celebration of their journey, sexuality, and unlimited potential.
Explore: Latina experience, especially during the endemic phase of Covid and its economic and social resetting; Latina focus issues including access to job opportunities, equal pay, and quality health care. Celebrate Latina identity, style and the rich cultural layers and expressions within this richly diverse community.

Identity : Owning the Story & Self Expression

Owning The Narrative

With our greater size in numbers and with a seismic collective shift towards plurality of identities comes a new wave and recognition of Latinx storytellers and the full range of the Latinx experience. Borrowing from our culture’s rich oral history; Latin America’s cultural traditions including literary movements such as magical realism; and a deeper real time conversation around what it means to be Latinx and American, our stories are more urgent then ever. Of special attention is the rise of deeply marginalized Latinx communities including queer and transgender voices.
Explore: the power of individual and collective narrative. Immerse yourself into the textural backdrop of these narratives, giving in to the visuals, smells and sounds that make the culture pulsate. Extend conversations with new creators. Put your brand’s voice through the lens, stories and sounds of Latinx storytellers and in them find the augmented, new, All-American quality of your brand.

Self-Expression.

Rich with things to say and with a visual cannon that is diverse, rich and fun, Latinx creators are stepping in confidently into the broader conversation. We see this in style that is confident and vibrant and mixes the richness of our cultures with the vibrant multiculturalism and intersectionality. We also see the power of global movements begun by our culture, including the Urbano music movement that is bringing a ethno-tropical take on street culture. And above all, it’s a form of self-expression that is urgent, confident and curious and unapologetic in its visual playfulness.
Explore: the power of urbano magical realism. Tap into a new set of Latinx creators. Explore all the ways your brand inspires and empowers the new American dream through the lens of Latinx creators. Go beyond stereotypes and explore the full richness of Latinx cultures.

Representation

This collective is pushing the boundaries in Latinx representation in the wondrous world of comics while tapping into our culture’s rich fantastical storytelling heritage.
New belleza.

Our culture is embracing new conversations around identity and notions of gender and beauty. New voices like Iván Monalisa Oveda are facilitating and informing that conversation.
In My Skin.

The self love, acceptance and celebration movement is thriving amongst Latinx youth. Artists like Johanna Ortuño are crafting uplifting manifestos as art celebrating brown beauty and the richness and diversity of Latinx culture.
Healing Art.

Latinx culture is serving as a powerful uplifting antidote during times of stress.

Rooted

Native Latin American cultural signifiers, design and craft are giving us the bright embrace and inspiration to tackle uncertainty. We are embracing their textured and colorful patterns, softly nuanced hand feel and the beauty of the rich history they embody. In its renaissance we are finding a glorification of our culture and its exaltation of female beauty as well as its regal embracement of gender fluidity and pageantry.
Explore the power of artisans and their craft. Discover the timeless traditions, communities and creators that still bring this art to life. Engage in true collaborations with them, bringing them into your creative process while opening up to their traditions and process. Properly engage them, pay them, and give them credit.
Roots are powerful, explore their full creative potential.

ROOTED : Ancestral Arts & Rituals

Ancestral Arts

We continue to look to the past for inspiration forward. We take the visual stories of yore along with the rich craft and textures to interpret for our everyday needs. Explore the richness of colors and patterns. Blend in with a strong natural narrative.
**Explore: power of craft, native motifs, true collaborations, earthy tones and graphic patterns.**

Rituals.

Rituals give us the solace and pampering we need to take on these extraordinary days. They are opportunities to slow things down to be able to process, control and thrive in the everyday. We are seeing the rise in our communities of our rituals as a means of reconnecting to our core, to revisiting the emotional and creative spaces we knew, and as a means of expressing our reaffirmed identity.
**Explore: Latin American traditions, the power of textured Latinx spirituality including pre-columbian and afro-descended. Embrace Latinx culture’s embracement of all things natural.**

ROOTED : DESIGN REFERENCES

ROOTED : APPAREL REFERENCES & DESIGNERS

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Naturista

Our relationship with culture has always centered strongly on the evocative power of the outdoors. This stems largely from the tropical weather of the countries of our ancestors, the rich diversity of the land, and the supple colors that populate our childhood memories. This story is an ode to all those beautiful colors and textures, both real and remembered. It’s a form of dreaming that seeks to bring color and life into our everyday. We see it most evocatively in the sumptous creativity and deliciousness of our foods. But above everything else, this story is about a mindset of being in communion with all that is around us, a much needed reminder during these challenging times.

NATURISTA : Slow & Organic

Slow

Harried times have taken a toll on our beings. We embrace our culture’s focus on spirituality, connectivity and togetherness. This story is also about the appreciation and cultivation of craft, creators and tradition.
**Explore: slow craft, traditional ways of making things. Pre-columbian craft, graphics and designs.**

Natural

We explore all things natural. From the fabrics and how they feel on our bodies. To the creative stories around a form of slow, meditative yet richly immersed living. These stories are about how we feel at home, visiting family and rejoicing in the beauty of timeless Latin culture.

Explore: magical realism, tropical settings, the beauty of fruit and Latin flavors. Discover, embrace and collaborate with Latin artisans and creators. Write your brand story through the lens of Latinx colors, textures and experiences.