Peru: New Faces
What is the fashion industry like in Peru? What beauty standards dominate advertising campaigns and fashion editorials? What traits, values, and attitudes are sought after in those who pursue modeling? In this narrative that blends editorial and documentary styles, photographer Diego Bendezu and stylist Lisseli Santos take us to the streets of Lima, the country’s capital, and introduce us to eight talents who are transforming the look, the form, and the voice of an industry that still has much work ahead.
Lola, Alvaro, Francesco, Nicoleza, Diana, Chris, Chio, and Leonela, the protagonists of this story, entered modeling through various paths: some did it to try new things, others through friends’ recommendations, some were approached by brands and photographers, and a few stumbled into it by chance. And to this day, they are still here. Their stories are as rich and diverse as they are, but what they bring to the Peruvian fashion industry is freshness, originality, pride, and, of course, beauty.
They all agree that there are many talented people working in Peru, but due to a lack of tools and resources, it is challenging to work and retain talent. They also have to face deeply rooted prejudices and stereotypes linked to colonialism and colorism. “I believe society is not prepared to admire what we truly are as Latin Americans, as it is used to seeing typical white people,” Chio laments. “There are many talented people working hard in the industry, but hegemonic and white individuals are always chosen,” Chris concurs. “These are things that greatly limit our growth and confine us in a bubble of negativity,” Francesco concludes about these ideals so far removed from Peru’s daily reality.
However, they also admit that these paradigms are changing, albeit very slowly. “I think we still have a lot to advance and deconstruct regarding model ideals here in Peru and Latin America, but I see more and more people trying to break away from that and show more diverse profiles,” Lola tells us. “It is true that this situation is changing. However, certain stereotypes still persist regarding body type and facial features,” says Leonela, who confesses that she stopped modeling because “after recovering from eating disorders, my body no longer fit the stereotype.” And as Diana thoughtfully reflects, “Peru and Latin America, in general, have a lot of diversity and talent, but I don’t see it being fully utilized.”
As we know, changes don’t happen overnight. They simmer slowly until they permeate all layers of society. It is a hard but necessary task, in which everyone involved must contribute their bit. The saying goes that hope is the last thing to die, and this group of models is clear: the future is promising.