Virgin of Guadalupe: As a fashion motif
Latin brands turning this symbol into fashion.
What happens when religious symbols become part of everyday life? When they take form in necklaces, t-shirts, or any type of fashion or wearable product?
I have to admit that growing up in the central state area of Mexico, I wasn’t surrounded much by the devotion to the Virgen de Guadalupe (a.k.a. La Guadalupana). It was more about an annual religious event: every 12th of December, the apparition of the Catholic Virgin is celebrated, and millions of pilgrims gather around the Basílica de Guadalupe in Mexico City.
After moving to the occidental part of the country (Guadalajara, Jalisco), my attention to the Virgin and her devotion has certainly increased, as this is a state that is more Catholic than others—according to local statistics, 92% of the people in the state identify as Catholic.
Just walking into any house, you’re likely to encounter multiple statues of the Virgen de Guadalupe at the entrances (or even shrines inside their homes, like my neighbors’). Even over the past few days, while visiting shopping malls, it was quite noticeable to see an international brand like Pandora selling charms with the image of the Virgin to mark the celebration.
Fashion products featuring the Virgin are everywhere. Just by doing a quick Google search, I came across links on Temu, offering hoodies with the Virgin’s image printed in gold, and on AliExpress, colorful dresses with her image.
Interestingly, I found an article from the Fashion Institute of Technology titled The Virgin as a Fashion Icon: How the Virgin of Guadalupe Shapes Latinx Identity. In it, Josefina De La Torre, the author, states:
That is why I am labeling Guadalupe as a “fashion icon” because her appearance influences a worldwide devotion that employs her aesthetics in their own personal way.
As mentioned in the article, the Virgin is also a strong reference for Latinos who grew up in the U.S., for whom the Virgen of Guadalupe was part of their homes and culture.
As I observed this around me, I also began to notice local designers incorporating the Virgin into their designs. Naturally, I’ve made a small compilation of the brands here:
Hilo & el mar
A Jalisco-based brand showcases the Virgen de Guadalupe in a variety of clothing pieces with stunning styling.
EQUIHUA
Brenda Equihua, a Latina who grew up in Los Angeles, is the founder of the brand. She took the famous “cobijas mexicanas” (Mexican blankets) and turned them into luxury garments. On their website, I found three items inspired by the Virgin: the "Pray for 'Em" Cobija Jacket, the "Devotion" Cobija Coat, and the "Virgin Mary" Cobija Hoodie. Some are decorated with the iconic roses that accompany the legend of the Virgin's apparition.
Carla Andrea
An Argentinian designer based in Oaxaca is behind this plant-based design brand. A blue long shirt called 'La Guadalupana' was shared a few days ago on their social media, accompanied by several images where the designer found the Virgin depicted around her.
el creativo LA
Mexican artist Juan “El Creativo” Renteria, based in LA, shared his latest creation: a t-shirt in honor of the Virgin, featuring the phrase "La Guadalupana" alongside a beautiful floral shrine dedicated to her.
Other places where I found the Virgen de Guadalupe:
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