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VERACRUZ is a Latin American owned brand run by Ellena Veracruz Henriquez and is based out of Edmonton Alberta. The brand is creating a new space of expression through clothing. Brining Latin American pride to design elements of the collection LA CULTURA captures the essence of the impact roots have on creativity, the message VERACRUZ was made to carry. This collection is the beginning of mainstream representation of Latin heritage through the modern interpretation of the zoot suit movement in LA during the 50’s, showing love and freedom of the body represented now on a female form, capturing unseen beauty. Empowerment and passion is what is carried throughout this collection shown in the deep reds representing the raza we all share, to the whites of new beginnings. LA CULTURA is just the start.
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What inspired Ellena Veracruz Henriquez’s journey into fashion design?
Ellena Veracruz Henriquez developed an interest in design from the age of eight and began creating small looks for community shows while in high school. Her family and Salvadorian and Chilean heritage continue to inspire her work and her desire to bring greater representation through fashion.
How would you describe VERACRUZ’s design philosophy?
VERACRUZ is rooted in family, culture, and representation. Through her designs, Ellena draws on her Salvadorian and Chilean background and uses fashion to express cultural roots, identity, and personal experience.
What can people expect from the SS27 collection?
You can expect a 12-look collection inspired by the zoot suit revolution in Los Angeles during the 1950s and the Chicano expression of bodily freedom. LA CULTURA uses deadstock and natural fibres, with each handmade look expressing cultural pride, freedom, and the journey toward a new life.
What is the meaning behind LA CULTURA?
LA CULTURA explores the idea that culture is more than where someone comes from—it is also what they carry with them and who they become throughout their journey. The collection reflects roots, struggle, freedom of expression, and pride in the experiences that shape identity.
How does sustainability influence the collection?
The collection incorporates deadstock and natural fibres, with every piece handmade by the creator of VERACRUZ. This material approach is combined with an emphasis on creating pieces with lasting care and craftsmanship.