At first glance, it looks like any other photo shoot: models strike poses under bright lights while photographers click away. But in a small clothing store in San Jose, something much bigger is unfolding.
“Fashion in the Native American community is definitely having a moment,” says art director Tiffani Lopez.
Lopez, part Chiricahua Apache and part Yaqui, has participated in numerous shoots. But on this particular morning, she collaborated with Tochtli Wear, a label that spotlights Native American fashion.
“It’s very representative in a very modern way. We’re modern people, so we love hoodies and sweaters, but we still like to keep some of our indigenousness and iconography,” she said.
For decades, indigenous designs were more about costume than couture. But brands like Tochtli are changing that. They don’t just make clothes; they make a statement.
Founder Mitlalpilli Gonzales, part Aztec, said there has been a growing interest in indigenous art, food and fashion in recent years, driven by a broader appreciation for authenticity and social media.
So much so that he recently opened his first brick-and-mortar store in San Jose.
“I think it’s part of a larger movement of identity revival and people trying to reconnect with their roots,” he said.
As for Lopez, she hopes to tell more of these stories through the camera lens, giving her community the attention it deserves.
“To work with people who look like me, who come from where I come from, who understand the culture, it’s so refreshing and it feels like home,” she said.
