A female vato, also known as a chola, is a subculture of young Latinas who embrace a tough, masculine street culture. The term “vato” typically refers to a young Latino man, while “chola” refers to the female counterpart. The chola image and lifestyle arose in the late 1970s and early 1980s in Hispanic communities and prisons in the United States. Since then, there has been controversy regarding whether the chola lifestyle empowers Latinas or promotes harmful stereotypes. This article will explore the history, fashion, and cultural implications of the female vato or chola.
History of the Female Vato/Chola
The chola subculture has its roots in the Pachuca and Pachuco movements that emerged among Mexican-American youth in the 1930s-40s in El Paso, Texas and Los Angeles. Pachucas were young Mexican-American women who sported zoots suits, pompadour hairstyles, and heavy makeup, rejecting traditional gender norms. When the Pachuco culture revived in the 1970s, the female version became known as the chola.
Cholas originated in Los Angeles, California among young Mexican-Americans from inner-city neighborhoods. They formed cholo gangs, wore oversized plaid shirts buttoned at the top, hairnets, and dark lipstick. Their style and attitude rejected mainstream American culture and embraced strength, toughness, and Chicano identity.
In the 1980s, cholas adopted a more distinctive style including hairnets, dark lipliner, baggy pants or short skirts, tank tops, and flannel shirts. The look spread beyond LA to Hispanic communities nationwide. Cholas were associated with cholo gang culture and a tough, independent attitude.
Key Developments
- 1930s-40s – Pachuca subculture emerges in Southwest US
- 1970s – Chola style arises from cholo gang culture in Los Angeles
- 1980s – Distinct chola fashion and attitude spreads nationwide
Chola Fashion and Style
The chola look is based on a tough, masculine aesthetic. Key aspects include:
Hair and Makeup
– Dark lip liner with lighter lipstick in the middle to create a contrast
– Thin, arched eyebrows filled in with pencil
– Large hoop earrings
– Hair teased high in a bouffant style, with bangs and hairnets
Clothing
– Flannel shirts buttoned at the top
– Tank tops
– Baggy khaki pants or short miniskirts
– Wide belts
– Overly large plaid shirts belted at the waist
– Dickies brand work pants
– Strappy heels or sandals
Accessories
– Rosaries or crucifix necklaces
– Virgin Mary pendants
– Large purses
– Tattoos (often Old English script, names, or Catholic imagery)
The chola look evokes toughness and sexuality while also referencing Catholic, working-class roots. It empowered Latinas to claim their identity in the male-dominated cholo gang culture.
Chola Lifestyle and Culture
In addition to their distinct aesthetic, cholas embody a particular attitude and lifestyle:
- Tough, independent, and defiant
- Rejection of mainstream American culture
- Pride in Hispanic heritage and roots
- Loyalty to neighborhood and gang
- Catholic faith and imagery
- Working class backgrounds
Cholas were seen as sexually and socially liberated women who partied, dressed provocatively, and challenged gender roles. They were vocal about their identity and unafraid to defend themselves.
The chola lifestyle was intertwined with cholo gang culture in LA, the Southwest, and prison systems. Cholas formed their own subsets within Latino gangs. Some joined for protection, dating opportunities, or to emulate the cholo lifestyle.
Key Aspects of Chola Culture
- Rejection of traditional female roles
- Adoption of tough, masculine attitude
- Partying, dating multiple partners
- Willingness to fight and defend honor
- Catholic faith intertwined with gang life
Controversies and Criticisms
The emergence of the chola sparked debate over whether it empowered or stereotyped Latinas. Critics argued it promoted:
- Gang affiliation and violence
- Hypersexuality and loose morals
- Glamorization of tough attitude
- Reinforcement of Latinas as different or dangerous
However, supporters saw cholas as asserting an independent identity and challenging sexism in Latino culture. To some, the chola style symbolized pride in working-class Chicano roots.
Two Sides of the Debate
| Against Chola Culture | In Support of Chola Culture |
|---|---|
| Promotes violent gang lifestyle | Symbol of empowerment and liberation for Latinas |
| Reinforces stereotypes of Latinas | Expression of Chicano pride and identity |
| Glorifies hypersexualization | Challenges traditional gender roles |
Overall, the chola reveals tensions around gender, ethnicity, class, and social norms within the Latino community.
The Evolution of the Chola
Since its emergence, the chola style and attitude has evolved and spread in popular culture:
- More stylized, feminine aesthetic on social media
- Tattoos, clothing, makeup popular outside gang culture
- Chola style reclaimed by LGBTQ Latinx community
- Artists, movies, and social media spread chola image
- Empowerment and heritage, less gang affiliation
While still controversial, the chola has undeniably influenced music, fashion, and the visibility of unapologetic Latinas. Modern cholas balance tough sensuality with femininity and Hispanic pride.
Key Developments
- 1990s – Spread of chola style to wider Hispanic community
- 2000s – Chola fashion and imagery goes mainstream
- 2010s – Revival and reclaiming by artists and activists
Cholas in Pop Culture
Chola style and attitude has been widely reflected in music, movies, and television:
Music
– 2NE1 K-Pop girl group sported chola look
– Fergie’s chola-inspired style
– Gwen Stefani adopted chola fashion
– Lola Flores Spanish singer did a chola-style makeover
– LA punk bands like The Bags and The Plugz
– Cholo rap genre by Kid Frost, Akwid, and Lil Rob
Movies and TV
– Originals like Mi Vida Loca (1993) and Boulevard Nights (1979)
– Salma Hayek’s breakout role in Mi Vida Loca
– LA gang documentaries like Inside the Gang (1990)
– “Chola” YouTube makeup tutorials
– Chola characters on Orange is the New Black
Impact on Fashion
– Lip liner, hoop earrings, plaid shirts, Dickies pants go mainstream
– Fast fashion brands like Forever21 adapt chola style
– LA youth adopt chola look and attitude
– Chola makeup tutorials go viral on YouTube
By portraying the chola aesthetic and attitude, pop culture spreads both empowering and stereotypical representations worldwide.
Conclusion
The chola represents a complex symbol of Mexican-American identity. Arising from LA’s gang culture, the subculture allowed Latinas to embrace sexuality, strength, and defiance. However, it remains controversial for promoting violence and stereotypes.
Over time, the chola style has been reclaimed as a point of pride and feminism. It continues to evolve through music, fashion, and media. While the chola lifestyle began as a marker of rebellion, it remains an influential element of Chicano heritage and identity.