(Photo collage by Marylu E. Herrera / For The Times; photo by Shutterstock / Getty Images / Unsplash)
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When the beauty influencer known as Jenny69 debuted her first single on YouTube in late September, it immediately went viral, though perhaps not for the reasons she expected. “La 69” has a catchy melody: some soulful Spanish guitar strumming over a shifting, laid-back corrido background. In the video, the singer wears sexy clothes that reveal what God has given a good plastic surgeon. flat delivery—Jenny69, by the way, can’t sing—inspired an internet heap.
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At one point in the tune, Jenny, who was born Jennifer Ruiz in Riverside, shouts the Inland Empire. YouTube viewers responded by offering condolences to Riverside in the comments. The reviews did nothing to stop Ruiz from releasing a sexy mix of the song last week.
Her future as a singer may be limited, but Ruiz has made a strong statement with her style.
In the video, which has more than 9 million views as of this writing, he appears in a dapper white suit and an equally dapper white cowboy hat. Her heels were too high and her bejeweled nails too long. Her makeup is flawless. And above her ample cleavage, she displayed a glittering pendant in the outline of an AK-47. In a graphic accompanying the single’s release, Ruiz cradles a glittering rooster.
Jennifer Ruiz, better known as Jenny 69, went viral with her 14-second clip on Instagram celebrating her successful debut. ‘La 69’ became a meme. It also became a hit.
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Jenny69, “la chingona que salió de Riverside” – the badass who came out of Riverside, in English -, as one of her lyrics says, has become a visible ambassador of the look known as “buchona”.
As part of her transformation from beauty influencer to singer, Jenny69 (born Jenny Ruiz) adopted the bucona style.
“Buchona” is a slang term first popularized in the Mexican state of Sinaloa as a way to describe the flamboyant girlfriends of a generation of 21st century narcos referred to by the masculine “buchón” or “buchones.”
Sinaloa, of course, is the Pacific coast region home to the Sinaloa cartel, once led by Joaquín “El Chapo” Guzman (now serving a life sentence in the United States). Guzmán’s wife, the former beauty queen Emma Coronel Aispuro, is the buchona whose name is the easiest on everyone’s lips: the ultimate buchona, if you will. He recently pleaded guilty to federal conspiracy charges in US federal court and is awaiting sentencing, but his appearance and lifestyle continue to be the subject of lively internet discourse.
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If in its early days “buchona” referred to the girlfriend of a narco, over the years, the term acquired additional meanings, expanding to include women involved or who had an active role in the cartels. It can also include women who simply embrace the buchona style: women with a taste in clothes who do not hide their love for party, money or men.
Buchona Cosmetics, a brand launched by South Texas beauty influencer Siomara Tellez, recently featured an image on her Instagram account with the phrase “Buchi-Boss.” The definition describes “an empowered woman who kicks ass.”
Emma Coronel Aispuro, wife of deposed Sinaloa cartel leader Joaquín “El Chapo” Guzmán, in New York in 2018. Her carefully cultivated appearance inspires others.
Drug culture has long had a way of entering the mainstream, not without concurrent concerns about the glorification of violent drug dealers. The culture of Buchona remains, for now, something fascinating, mainly because it does not focus on the management of the poster but on the physical style.
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And, like all narcos, the defining feature of that style is excess: the tits are big, the acquisition is round, the waist is thin and the lips are pillows. The hair is worn straight and waist length, and the nails (also long) often have baroque levels of decoration. The makeup, similarly, is heavy duty, centered on dramatic eyes lined with false eyelashes. The clothes require some level of tight sausage wrapping, and you are not a buffoon unless you flaunt luxury brands, preferably Versace or Louis Vuitton.
Elements of northern Mexican rural life, such as the cowboy hat, are also incorporated into the look, albeit in a more glamorous way.
It’s all about “hyperconsumption,” says Alejandra León Olvera, a Mexican theorist who studies narcoculture and is doing a postdoctorate in the field at the University of Murcia in Spain. “They are not honest consumers. It’s not about being green or being responsible. It’s about consuming what represents power.”
Journalist Ana María Solozábal is investigating the prison activities of a notorious trafficker inside a Bogotá prison when she learns from an inmate that her father, a judge was killed by cartels in he was still young, probably involved in those cartels. in bad ways.
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The Buchona style is an aesthetic that Ruiz embraces beyond the framework of his song “La 69.” On her Instagram account, @jen_ny69, which has 2 million followers, Ruiz promotes her eponymous line of buccaneer fashion, with body-hugging ensembles, some of which feature a Versace-meets-Hermès scarf style . The clothing line’s Instagram account, @jennysixnine (122,000 followers) featured Ruiz in one of her looks accessorized with a cowboy hat. The caption reads: “Buchona s… is not for everyone.”
Last month, after debuting her single, Ruiz materialized for an interview with internet personality Pepe Garza in her cleavage-baring white suit and white cowboy hat. “Yo no estoy faking the funk, that’s what I’m saying,” he says, in Spanglish, with his cultivated buccaneer look. “I love speck. I love buchona vibes. I love this lifestyle.” (Translation: “I’m not faking funk, that’s what I am. I love weed. I love being bucona vibes. I love that lifestyle.”)
A man prays at the Jesús Malverde chapel in Culiacán, Sinaloa, in 2019. The culture is shaped by the drug trade, and Sinaloa is a major source of influence.
How a girl born and raised in Riverside, who made a name for herself as a beauty influencer – in 2017, she appeared in The Times, talking about pink lipstick – adopted a style that has to do with narcos?
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Ruiz did not respond to several questions from The Times. But the answer is easy to find within popular culture. All you have to do is look.
On television, there are countless shows dedicated to narcos, and one of the most famous, the fantastic 2011 telenovela “La Reina del Sur,” starring Kate del Castillo, has a woman at its heart. Her character, Teresa Mendoza, was one of television’s first hotshots: a tough, business-minded woman who dresses to the nines while looking for love and building a drug-dealing empire. Others followed their path, such as “Las Buchonas”, a 2018 collaboration between the Univision and Televisa networks that tells the story of four beautiful women involved in drug trafficking.
The late Jenni Rivera (who is originally from Los Angeles) occasionally wore her style trappings, at one point posing for photos in a white suit while holding a gun (a view that Jenny69 probably gives credit to all. – white set) . More contemporary is Sinaloa singer Ely Quintero, who rocks glam ensembles while singing about women in the drug trade. In a recent duet with reggaeton star Rosa Pistola, the pair appears in the Culiacán chapel dedicated to Jesus Malverde, a non-canonized Robin Hood figure who is the patron saint of narcos.
The bucona even inspired whole odes. The 2010 jam “La Buchona”, by the singer of the band Chuy Lizarraga (who is also from Sinaloa), is one of them: Ay viene la buchona vestida y a la moda / Sus uñas decoradas su boca bien pintada.
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(In English: “Here is the bucona, dressed in fashion / Her nails are decorated, her lips are well painted.”)
The lives of the buconas, their extravagant styles and their taste for plastic surgery are often documented in the Spanish language media. Vloggers create tours dedicated to the best buconas. And internationally, people have accepted the style, both funny and not.
A popular topic on social media is “fiestas buchonas” or “buchifiestas”, parties where attendees wear bright shirts and pose in front of elaborate black and gold backdrops, sometimes with guns. (Some are clearly fake; others, it’s hard to tell.) Social media was on fire last month over a video of a party held for an 8-year-old girl.
Plug the word “buchona” into any e-commerce search engine and you will find many collections of buchona fashion. And TikTok, YouTube and Instagram are full of makeup tutorials that promise the buchona look.
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Recently, I enjoyed an 18-minute instructional video by the same Mexican beauty influencer Yoshi Meza (more than 755,000 YouTube subscribers and 3 million).