Patty Delgado Is Changing The World Of Latino Fashion With Her Own Store Hija De Tu Madre
Patty Delgado doesn’t consider herself a trailblazer or even a trendsetter. Yet, the 26-year-old designer is making a name for herself in the fashion world with her colorful embellished denim jackets. Delgado traveled to Mexico City for six months in 2015 and it was there that she discovered something big. She bought an appliqué of the Virgen de Guadalupe (Our Lady of Guadalupe) and instantly knew she needed to put it somewhere special. She choose her old faded Levi’s denim jean jacket. Instantly, she knew this was going to be much bigger.
Patty Delgado started Hija de tu Madre November 2016 and she hasn’t looked back since.
“I felt an instant connection to the jacket because of what the Virgen means to a lot of Latinos, especially immigrant families,” Delgado recalls. “I knew this was going to be a hit and told myself going forward I’m going to make these jackets.”
Fast forward three years later, Delgado opened up a showroom this month for her brand Hija de tu Madre.
The intimate space is located in Mariachi Plaza in the heart of LA’s Latino neighborhood Boyle Heights. Delgado grew up in Boyle Heights and understands the importance of having her business in the predominately Latino neighborhood.
“It made sense for me to have a space owned by a Latina that was born in this neighborhood,” Delgado says. “This was the perfect opportunity to plant my roots right here in Boyle Heights.”
Customers can find her showroom in the heart of East Los Angeles.
The first thing that greets visitors upon entering her showroom is a giant mural of the Virgen de Guadalupe and a restroom that features the words “Get It Girl” that has been a popular location for pictures. The intention of the studio is to experience what Hija de tu Madre represents rather than a regular store. People can stop by and take pictures and try on jackets and get more of a feel of what Delgado’s brand truly is about.
“People come here and they just want to take a photo and model in the jackets,” Delgado says. “That’s what this space is for and I’m glad I can share this with my people.”
She’s sold her Latino-inspired denim jackets around the world from Texas all the way to France.
“A lot of the ideas I get come from a place of nostalgia. Hija de tu Madre was basically my childhood nickname,” Delgado says. “I like to pull things from my family all the time like cousins say “ya guey’ all the time and I made a phone case that says that now.”
Her most known and best selling item has been a denim jacket with colorful sequins with the image of the Virgen de Guadalupe. The jacket rose her to social media fame and now sells other items that remind her of identity like gold necklaces with phrases like ‘Bruja’ and ‘Me Vale’.
Delgado credits much of her inspiration from her travels to Mexico City where she found not only her passion but self-identity.
The UCLA graduate never saw herself in this position as she was always behind the scenes when it came to design. She studied religious studies in college, which she credits in helping find her interest with cultural motifs she utilizes on her designs. After various digital branding and fashion design gigs, she found a sense of purpose with these denim jackets.
“I was always interested in religious symbols and iconography, that’s why I incorporate that so much into my designs,” Patty says. “Sometimes I get people that tell me ‘Oh my god, you’re selling religion!’ but I say I’m not selling religion. I’m selling reminders of identity and nostalgia,” Delgado says.
Delgado adds: “I feel that we are owners of our images and these are just reminders of our heritage and culture.”
She hopes to inspire the next generation of Latinx designers and creators.
“I come from a family of entrepreneurs and they’ve been so proud of the way I’ve been able to make a name for myself through social media.” Delgado says. “So I say give yourself the opportunity to take a risk, People will be really surprised to see what happens when they stop listening to that place of doubt in their heads and put it in silent mode.”