Source: CCTV.com

07-02-2008 09:13

Bolivian women wearing traditional clothing are known as 'cholas'. They were targets of derision, discrimination and outright prejudice for a long time. But there's a cultural resurgence underway. Bolivian people are embracing their history and culture, taking pride in it, especially the clothes.

"Chola" is the term applied to indigenous Bolivian women who wear traditional garb.(Photo: CCTV.com)

The women staffing these market stalls in the Bolivian capital La Paz are cholas.

"Chola" is the term applied to indigenous Bolivian women who wear traditional garb.

The full skirts they wear are known as polleras. With the skirts they wear decorative shawls and the unmistakable bowler hats.

This is the chola "style" favoured by Aymara women in Bolivia.

Once dismissed as attire for poor native peoples, some say there's new pride emerging amongst the cholas. They are taking their fashion sense to the world.

In La Paz there is a competition to select the chola queen.

Beatriz Canedo Patino is one of Bolivia's most famous fashion designers.

She says cholas are more fashion conscious than almost everyone. Patino spent most of her professional career in Paris and New York. But she has become interested in the history of the chola dress.