After reggaeton, Medellín streetwear conquers America
Both comfortable and sexy, the fashion born in Colombia's second city seduces far beyond its borders, driven by the fame of local singers known worldwide, such as J Balvin, Maluma or Karol G.
For a long time, the city of Medellín was associated with drug trafficking and the hypersexualization of women's bodies. But today, a new aesthetic is making its way into Colombia's second-largest city: that of colorful streetwear, comfortable baggy pants mixed with tight sweaters, worn over plaid shirts and Vans straight out of the 1990s. An urban fashion imposed by reggaeton that is conquering the world, where the economic weight of streetwear is estimated at 350 billion dollars by 2024, according to figures from Fortune Business.
It must be said that “Colombia occupies a privileged place among Latin American countries when it comes to fashion,” writes El País América from Bogota . With a powerful textile industry and a strong entrepreneurial culture, this city – especially associated with Pablo Escobar before the emergence of singers J Balvin, Maluma or Karol G – had already made a continental reputation for itself through “chic Caribbean” swimsuits and underwear made by Silvia Tcherassi or Johanna Ortiz.
But it was the arrival of reggaeton, the rhythm from the Caribbean, that changed the game. “The mix of 1990s Medellín with the explosion of reggaeton, which was at once opulent, extravagant, and sensual, shaped a very particular style […] A very show-off style,” explains Daniela Valencia, creator of the True brand.
Be careful, however, not to confuse this aesthetic with that of American rap, warn experts:
“In hip-hop aesthetics, at least the most stereotypical ones, there is a desire to accentuate masculine toughness. In Medellín, this has translated rather […] into men who take care of themselves.”
A “metrosexual” evolution visible at Undergold, which also has its feminine particularities: while Spanish brands like Nude Project or Eme Studios give pride of place to oversized silhouettes, in Colombia, priority is given to bodysuits, crop tops and other pieces “which reveal, by necessity, a little feminine skin”.
“After the pandemic, the world […] opened the door to comfort. […] Urban style has become a widespread lifestyle,” explains Manuela Gómez of the Colombian institute Inexmoda, organizer of Medellín Fashion Week, which concluded on July 31 and wasfollowed by Vogue Mexico.
This seems to be a success, as True sold $5 million worth of clothing in seven countries last year, while brands like Monastery, Latin Lover and Ultravioleta are entering the Mexican market.
