Being Latino is in fashion. After years of domination by an aseptic and minimalist aesthetic, fashion seems to be speaking loudly again. The era of clean girl — glowing skin, neutral wardrobe, straight hair — begins to lose strength in the face of a hot, exaggerated and intentionally imperfect visual universe.
Bad Bunny was the winner of the 2026 Grammy Album of the Year award
A movement takes a while to reach the catwalks, but it already dominates the feeds. On social networks, Latin American content creators brought this imagery to the center of the conversation with the slogan “too Latin to be minimalist”. Soon after, Brazilian women began to give new meaning and adopt the “fubanga” aesthetic with clothes that were not discreet.
Content like this is a symptom of a cultural shift. The rise of Brazilian cinema, Bad Bunny’s victory at the Grammys (with the first album entirely in Spanish to win the award) and his performance at the Super Bowl this Sunday are not isolated events. We have never consumed as much Latin culture as we do now.
The film “The Secret Agent” won two statuettes at the 83rd edition of the Golden Globe Awards
And while global singers come to Brazil and make a point of appreciating our music, rhythms like reggaeton, Mexican corridos and Brazilian funk have moved from the global charts to the briefs of big brands. What was previously seen as peripheral now inspires campaigns, collections and advertising narratives.
The Rio rhythm, for example, was Rabanne’s choice for the brand’s 2025 summer campaign, in a collaboration between French director Emmanuel Cossu and photographer and visual artist Melissa de Oliveira, born in Morro do Dendê, in Rio de Janeiro.
At New York Fashion Week last year, PatBO, the only Brazilian brand at the event, took to the catwalk a collection entitled “Alma Latina”. Most recently, FARM presented “Buena Gente”, a collection dedicated to the love of Latin American diversity.
PatBo presents “Alma Latina” collection at NYFW
In a world crossed by geopolitical tensions, identity crises and power struggles, the expression of pride in being Latino goes beyond the visual and also becomes a political act. Faced with a global scenario that once again values homogeneous standards and rigid borders, embracing exaggeration, color and noise becomes a symbolic form of respect for roots and reveals a desire for belonging, voice and affirmation.
