'Mírame a los ojos,' an ode to Chicana influence in mainstream fashion and beauty

“Mírame a los ojos” (Spanish for “Look into my eyes'') is a collaborative vision brought to life by Luz Cantú, an Art Director from Grand Prairie, Texas alongside LA-based Fine Art Photographer, Darren Vargas. The two honed their skills and creativity to execute the artistic project, which was intended to make a statement on the underappreciation of Chicana women and their influence on modern beauty trends. The visual collection of images highlights a part of Mexican-American heritage that is often overlooked or not viewed as valuable. According to Cantú, the term “Mírame a los ojos” is another way of saying, "I am important too."

If you have ever had the opportunity to explore the rich cultural scene of Southern California, you would have undoubtedly witnessed the impact of Chicano/a influence. Chicano/a culture is a unique blend of Mexican heritage and American experiences that have shaped a very specific identity. “Chicanas” (the feminine identifier) often embrace colorful fashion that blends traditional Mexican motifs with contemporary styles, which has resulted in some of the most popular beauty trends of the last several decades; overly plucked eyebrows of the ’90s, elongated winged eyeliner, and the dark lip-liner. 

“I wanted to educate people who aren't familiar with Chicana culture and familiarize themselves with this identity,” says Cantú. “Mírame a los ojos” set out to document how Chicana women have paved the way for specific beauty styles that remain prevalent in fashion and media. 

Chicana fashion has contributed to mainstream culture in significant ways, challenging stereotypes and breaking barriers in Latina representation. According to Cantú much of that history, however, has not been properly archived. The research stage of the project proved to be a significant challenge for Cantú, who started by reading literature there was on the subject matter and ultimately reached out to authors from books she read.

Cantú mentioned Catherine S. Ramirez, a Professor of Latin American and Latino Studies at UC Santa Cruz and author of “The Woman in the Zoot Suit,” as one of her main points of reference during the research phase. According to Cantú, after having a "wonderful conversation" with Professor Ramirez about the project idea, she realized that the majority of the historical writings on Chicanoism focused mainly on men. This realization inspired Cantú to pursue the project further and seek out Fine Art Photographer, Darren Vargas.

Vargas, an LA-based photographer, was Cantù’s co-collaborator in executing “Mírame a los ojos” and assembling the creative team. His impressive portfolio of work was what initially caught her attention, “the way he photographs honors his subjects, it honors the models. It’s not a photo you just look at and swipe through—you really stop to look at all the details.” 

Cantú and Vargas worked tirelessly for 4-5 months, sometimes putting in 12-hour days, to bring the creative concept to life. She recalls there being times when she would wake up at five in the morning as she hammered out the logistical and financial details to bring the rest of the team together. Vargas and Cantù scouted LA locals, bringing on Rosie Benson for styling, Jeanette Ponce for hair and makeup artist Selena Ruiz, and even recruited a fellow “Tejana” and Texan nail artist, Nieves Cirilo. 

Cantú said they took special consideration for who she brought on as talent. She wanted to ensure that all who were styled and photographed identified as Chicana themselves. “That was a really big factor when casting,” said Cantú, “and it was also important that the people we were working with were comfortable wearing these historical looks.” After a thorough vetting process, she brought on Michelle Abundiz, Kayla Castro, Alma Valdez, Jennifer Torres, Genai Nakama, and Kimberly Nolasco to be included in the photoshoot. 

During the photoshoot, Cantú mentioned that one of the models, Genai Nakama, shared images of her grandmother. Nakama’s family had lived in Los Angeles for generations and was deeply rooted in Chicano traditions, which is why she was drawn to the project. The hairstylist used the old photographs as inspiration for the way she styled Nakama's hair, which came out looking very similar to that of her grandmother. “I thought it was amazing that like she made that connection, I know it meant a lot to her,” said Cantú.

By recognizing the impact of Chicana women, Cantú hopes her work can inspire future generations of Chicanas to embrace their unique identity and celebrate their cultural heritage. “Mírame a los ojos” is a testament to the resilience, creativity, and vibrancy of a community that has not only shaped the cultural landscape of Southern California but has also enriched the larger Mexican-American cultural narrative. The project is an ode to the remarkable and indomitable spirit of Chicana women who have been an integral part of history but are often excluded from the narrative. 

‘Mírame a los ojos’ creative team:

Art Director: Luz Cantú

Fine Art Photographer: Darren Vargas

Lighting: Will Azcona, Jeremy Colegrove

Styling: Rosie Benson

Makeup Artist: Selena Ruiz

Hair Styling: Jeanette Ponce

Nail Artist: Nieves Cirilo

Talent: Michelle Abundiz, Kayla Castro, Alma Valdez, Jennifer Torres, Genai Nakama, Kimberly Nolasco

BTS Video: Leeann Leonard

Hand Prints: Poppy Studios