Exactly About Latina Clothing Line Empowers Women

Exactly About Latina Clothing Line Empowers Women

Rachel Gomez appears by way of a rack of her clothes in her own Viva Los Angeles Bonita warehouse in San Fernando on Nov. 15. Picture credit: Shae Hammond

San Fernando Valley resident Rachel Gomez understood there was clearly too little Latina representation within the fashion industry. She pointed out that not merely are there were no brands that targeted Latina females, but the majority importantly, there have been no brands that empowered them.

For this reason Gomez chose to create her brand that is own in hopes of shutting this tradition space. She came up with all the concept of a streetwear clothes brand name called Viva Los Angeles Bonita, a line where Latinas feel at ease in their own skin and identification.

“The concept of Viva Los Angeles Bonita is a brandname that encourages you to definitely be proud of your self, does not make a difference where you originate from or exactly what your tale is or just exactly just what you’ve been through, ” Gomez said.

The notion of the line started in 2012, but Viva Los Angeles Bonita’s way to success ended up being rocky.

Gomez worked over 50 hours an at a tillys bride beautiful in burbank week. She couldn’t quit her retail task at that time since it economically supported her family members, and she had been the only real user that has a well-paying task.

During her times off or after work, she’d focus on the Viva Los Angeles Bonita brand name regardless how tired she ended up being. Initially, she had problems linking using the community. Very nearly 36 months in to the brand name, she’d upload every single day on social networking and wouldn’t have sale that is single. Gomez doubted by herself, however the help of her fiance, Fredo Tovar, her family members, along with her function of she was kept by the brand going. She knew it absolutely wasn’t likely to be a path that is easy but she persisted, and from time one Tovar has thought in and supported her efforts.

Gomez recalls him telling her: “I’m sure you truly desire this, we understand you’re a truly hard worker and I understand you’re going to make it work, therefore I have actually the back because i understand you deserve it. In my opinion inside you and now we are gonna making this happen. ”

Her household, specially her grandmother, Margarita Sanchez Duran, didn’t realize the function associated with the brand in the beginning. Gomez spent my youth in a normal family that is immigrant shared with her grandmother she wished to quit her job to offer tees, but all Sanchez Duran understood was Gomez wished to stop her job.

As soon as Gomez had a far better comprehension of her brand’s direction, she surely could explain it her grandmother completely. This generated her grandmother to totally realize and support her granddaughter; Sanchez Duran also wore a red tie-dye shirt through the brand name in a recently available Instagram tale Gomez posted on Nov. 17.

Family plays a part that is big it comes down to her brand name. Gomez was raised talking Spanglish, where English and Spanish words are combined, that was just how her grandfather Pedro Duran talked, too. She implements quotes that are spanglish the brand name, like “Mujeres are secret, ” “Be The Cabrona Que No Se Dejo” and “Allergic to Pendejadas, ” which led females in order to connect aided by the brand name.

“Because associated with the authenticity among these quotes and exactly how natural, females started initially to hook up to the brand a lot more, ” Gomez stated.

Viva Los Angeles Bonita presently has significantly more than 200,000 supporters on Instagram, therefore the follower count is growing due to the fact brand becomes more well understood.

Gomez feels the journey is very very long, and errors have actually guided her to find the brand out because it’s today. She envisions the brand’s proceeded growth inside the next 5 years and traveling more making use of their pop-ups inside the U.S. She really wants to keep a legacy for individuals to pursue their goals and help each other in unveiling their secret.

“We were placed right right here to call home our life. Don’t live life like it is permanent because life is short-term therefore we are just right here for a lot of time, ” Gomez stated. “Help people on the way and encourage anyone to have confidence in their magic. ”