Resumo

ANZOLEAGA, Daniela. Identity transformation of the chola paceña fashion. Rev Cien Cult [online]. 2023, vol.27, n.50, pp.135-160.  Epub 30-Jun-2023. ISSN 2077-3323.

This research aims to analyze the sociocultural identity of the “Fashion Chola from La Paz”, who was mainly made known as the Guide in the Morenada dance within the Entrada Folclórica del Señor del Gran Poder and as fashion models or commercial models.

Despite being the daughter or granddaughter of a traditional chola, she uses the pollera only for some events, such as dances, parties or modeling; but in her daily life they prefer to use pants. She grew up in a globalized environment and fuses andean and western fashion. When she dresses as a chola she transgresses aymara culture by wearing transparent throws or low-cut blouses.

Palavras-chave : Culture; fashion; chola paceña; globalization; aymara; western.

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