“We want our customers to feel so powerful when they wear something by us.”
Delgado’s mission with Hija de Tu Madre is to “Latinx-ify” fashion. A big part of this is communicating with customers directly, to ensure the brand appeals to a greater Latinx consumer base and is inclusive of what it means to identify as such. “We’re always having this dialogue about what it means to be Latinx and it’s very complicated," Delgado says. "Latinx isn’t a homogenized word to describe, like, one singular identity.
Hija de Tu Madre also ensures it remains committed to serving the community by adding a charitable element to its business. Earlier this year the brand released a white T-shirt with the words “Fuck ICE” written in bold lettering over the heart, withAdvertisement “For us, it’s always been important to have a charitable element to what we do…[and] stay in touch with what’s going on and affecting our community,” Delgado says. “It’s obviously really important to be positive and keep empowering our people, but at the same time, I can’t be a Latinx brand if I’m not aware of the issues that are affecting our community. I love to bring issues to light and to be able to share these conversations with our customers.
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