Step back into the gritty streets of 90s Los Angeles, where a unique subculture known as Cholos emerged as a bold expression of Mexican-American identity. The cholos in the 90s culture represented not only the fashion statement, but it was also a symbol of rebellion, aesthetics, and a resilient community screaming the Chicano movement. The Chola aesthetic was marked by its unapologetic attitude, and its ability to blend cultural pride with street culture swagger.
We see the modern Chola style only in some cultures in Mexico and mostly on Halloween looks like queen of hearts makeup and hiphop style. However, the 90s chola style made a long-lasting impression with iconic features like baggy jeans, baggy khakis, oversized flannels, crop tops, and crisply ironed shirts. Women rocked bold cat eyeliner, dark red and black lip liner, and gelled baby hairs that outlined their faces. Gold hoop earrings, often inscribed with names or nicknames, became a signature accessory, and bandanas on the forehead also reflected some toughness. Tattoos and graffiti also played major roles in their expression of identity.
There is a fantasizing world of Cholas, their culture, and how they blend in with other subcultures. So, let’s dive in!
Chola Style Ideas – From Cholos in the 90s to Modern Timeless Trends!
While fashion and makeup were not all part of the Chola culture, they played a huge part. Cholos in the 90s had specific fashion choices that became symbols of their identity and community.
Let’s explore all about Cholos in the 90s, their makeup, dress, hair, and cultural roots that shaped this iconic subculture.
1. Mexican Cholos in the 90s
The iconic 90s Cholo were all distinguished people known as rebels of the society. This led to the Chicano movement. It wasn’t about the aesthetic or fashion but represented the way of life tied to the triumphs and struggles of the Mexican-American experience. Clothing, chola makeup, and accessories were all part of that representation. Even though Cholo style was often stigmatized and misinterpreted, it remains one of the most powerful symbols of Mexican-American culture and their resilience and solidarity.
2. Chola Makeup Trends In The 90s
In the 90s, Chola makeup was all about tough girl aesthetics. It was fierce, glamorous, and dramatic. A full face of foundation, sculpted cheeks, dramatic eyeliner, red/orange blush, and black-lined lips with burgundy or brown lipstick completed the look.
Skinny eyebrows were also a fashion trend in the 90s. Girls used to make their brows super thin or sometimes remove half of them to pencil them into the desired shape. That’s why you often see not-so-naturally arched and long eyebrows in this makeup trend.
The iconic two teardrops, tattooed or drawn with precision, symbolized Chola’s strength and resilience. Extensively manicured nails also added to the timeless appeal and solid vibe of Chola makeup trends.
3. Chola Dressing
Cholos attire was a mix of timeless elements and the then-current trends. Their statement wardrobe included oversized baggy jeans, dickies, flannels, tees, tank tops, and plaid shirts (with only the top buttoned). Nike Cortez became a staple for footwear in the Cholo fashion.
Cholas also wore flannels, shorts, baggy jeans, tank tops, t-shirts, and overalls. These strong-spirited, badass ladies were also fond of dark sunglasses and bandanas. Most of the wardrobes in Cholo subculture consisted of red, black, brown, blue, and white.
Suspenders and tattoos on arms, knuckles, and neck added an extra layer of defiance, a visual proclamation of their identity.
4. Chola Hairstyles
Chola’s hairstyles, just like the makeup look, were very iconic and significant. Most of these hairstyles are part of pop culture today.
Women wore slicked-back hair, bangs, half ponytails, smooth curls, tight braids, and bandanas to get the bold and baddie look but in a feminine style. High backcombing and center parting were also some styles that showed a fearless and unapologetic attitude.
5. Chola Jewelry
The jewelry trend among the Cholos in the 90s was based upon the love for gold and blingy. Gold-plated earrings, nameplate necklaces, statement bracelets, and rings made up the major portion of Chola’s fashion.
Large hoop earrings with either their names written or with a bold term in the ring were quite common and became a statement accessory for Chola culture. Also, men wore large gold chains and multiple rings in their hands. Usually bold and hip gold jewelry represents the classic Cholo style for women and men.
All About Cholos in the 90s – History & Origin
The Cholos subculture emerged in the 1960s in Southern California. It has deep roots in the Mexican American gang subculture. As it permeated society, it transcended beyond fashion, making impactful strides in music, politics, and resistance.
This subculture, though often associated with gangs and violence, emerged as a poignant expression of cultural pride, providing the platform for the Latino community to resist marginalization. It became a resounding anthem echoing their Latin roots and community pride. The 1990s witnessed a surge of Cholo and Chola aesthetics, resonating with the Chicano movement.
Many fashion companies take advantage of the craze of Cholos culture and include iconic stylistic elements in their products or designs. However, Mr. Printup or Spanto, the founder of Born X Raised in Hypebeast, said, “This is a culture with values and traditions, not a style or fashion trend. We lived this shit. This is a part of our lives.”
Cholos Subculture Into Pop Culture
Several celebrities from the cinema and music industry have adopted Cholos aesthetics. Many carry it pridefully, while some make fun of the Chola makeup or dressing styles.
- In 2013, Karreuche Tran and Rihanna wore Chola-inspired outfits as a Halloween costume.
- Selena Gomez presented in a 2022 Saturday Night Live sketch with Melissa Villaseñor, a Latina cast member. And it was a bit offensive for many viewers because it showed Cholas as dumb.
- An American film producer and actress, Sandra Bullock, got a Chola makeover in George Lopez’s show in 2009, where Sandra humorously pulled off Chola makeover.
If you revisit the old 90s music videos, you will find many rappers wearing chola-style bandanas and khakis in their songs. It is because the style goes well with their persona.
- Snoop Dogg wearing baggy pants and oversized shirts in “Who Am I (What’s My Name)?”.
- Similar imagery may be seen in Ice Cube’s “It Was a Good Day.”
- Dr. Dre’s “Still D.R.E” shares a similar tone.
In 2023, Disney+ produced a movie, “Flamin’ Hot,” based on the actual tale of Richard Montanez, who disrupts the food market with Flamin’ Hot Cheetos. There are contrasting opinions about its factual history. But, still, it truly represents Chicano culture. You will find accurate gangsta language and tone, pencil-thin eyebrows, and dark lip color with well-defined liners.
Japanese Chola subculture has also been popular as it is an adaptation of Mexican-American culture that gained popularity in Japan, particularly among its youth. The Cholo culture is rooted in Japanese from the aesthetics of lowrider cars, Chola fashion, street art, and Chicano-inspired graffiti and tattoos. Despite its origin in US and Mexico, Japanese people show high admiration for Cholo culture and the Chicano lifestyle. Here is an insight into what being a Chola pop artist in Japan means!
Final Words
Cholos in the 90s was insanely famous because of its rebellious vibe and representation of marginalized communities. This subculture grew from the cat eyes and tattooed arms and became a powerful form of self-expression and resistance.
It has left an undeniable mark, influencing not just the streets but the mainstream, from edgy makeup to bold jewelry; every element of this aesthetic spoke volumes about identity and defiance, creating a legacy that continues to resonate today.
Also Read: There are brilliant tricks to convert eyeshadow into eyeliner. If you don’t have your favorite eyeliner shade with you, don’t worry; this guide will help you how to use eyeshadow as eyeliner.
