Known for breaking stereotypes and uplifting their communities, these four fashion brands and designers have created a new perspective on fashion and are representing the Hispanic community in the fashion world.

ONE: Paisa Boys

Based in Los Angeles, the streetwear fashion brand "Paisa Boys" incorporates elements of Mexico into its iconic style and daily life. Known for its "OXXO"-inspired pop-up shop in LA during the pandemic, the brand has soared in popularity and become one of the most recognizable names, elevating street style to new heights. By collaborating with popular brands like Nike, "Paisa Boys" remains true to its roots and original mission.

Founded by Joey Barba and Javi Banderas, the brand and its founders shine with elements from their childhood and upbringing in the city of LA. Bold and unapologetically true to themselves, the brand is instantly recognizable on the streets.

TWO: Willy Chavarria

Based in California, Willy Chavarria has introduced new fashion ideas and mindsets that we haven't seen before. Representing his community and heritage through his clothing, Chavarria expresses how he sees the world through his designs. Established in 2015, the Chavarria team has continued to grow, achieving the success they deserve.

Known for breaking typical stereotypes within the Hispanic community, the brand has become a symbol for many seeking representation in previously uncharted territory. With stunning visuals and unforgettable runway moments, the brand has dressed superstars such as Bad Bunny, Kendrick Lamar, and Justin Bieber. Chavarria's designs not only grace the pages of magazines and runway models but also resonate with everyday working-class individuals on the streets of New York City, Texas, and across the globe.

THREE: Luar

New York native Luar is where high fashion meets street style. One of the hottest brands this year, Luar is known for breaking traditional fashion norms and creating a new wave and style for its wearers. Started in 2011 by Raul Lopez, the young designer has become a new icon for a generation of fashion enthusiasts worldwide aspiring to enter the industry and follow in his footsteps.

If you haven't heard of Luar, are you okay? The brand has garnered millions of fans internationally and has also been endorsed by major superstars. During New York Fashion Week, Beyoncé was spotted among the top clientele at the unveiling of the brand's new collection. Worn by Dua Lipa, Tyla, and many other A-listers, Luar is a favorite among celebrities and a formidable force in the fashion industry.

FOUR: Nico Atelier

Couture, couture, couture! Based in Texas, the Nico Atelier brand is renowned for its detailed and unique gowns that embrace Tejano-inspired clothing, reflecting a sense of empowerment and a blend of South Texas culture. Dominico, the founder and creative director of Nico Atelier, is redefining the fashion community within Texas and beyond.

The brand has been awarded and recognized by many around the world and is currently one of the hottest-rising brands in the fashion industry. Worn by Miss Universe R’Bonney Nola, Oralia Villareal, and Ebonee Davis, Nico offers one-of-a-kind clothing for the empowered persona we all aspire to embody. Nico is a brand to watch out for this upcoming year.

In conclusion, more than halfway through this year, we can't wait to see how these brands change the trajectory of the fast-paced fashion industry. For now, we will stay tuned for new releases and collaborations these brands are working on.

Article by Citlalli Esquivel, Contributor, PhotoBook Magazine
Tearsheets by Georgia Wallace, Graphic Design Intern, PhotoBook Magazine

Leading the Way: Four Hispanic Fashion Brands to Watch