Pachuca Interactive Website – E.L.F

In 2023, e.l.f. created a music video celebrating Latina beauty, history, and heritage, drawing inspiration from the pachuca culture of the 1940s. Pachucas—Mexican-American women who defied societal norms—crafted a rebellious style rooted in resistance, empowerment, and self-expression. Their bold look, from sharp winged eyeliner to zoot suit influences, was more than fashion—it was defiance.

To expand on the music video and dive deeper into its inspiration, we created this behind-the-scenes interactive website. Here, we explore the history and legacy of pachuca culture, featuring insights from Dr. Catherine S. Ramírez, a scholar of ethnic and gender studies and author of The Woman in the Zoot Suit. Through historical context, firsthand accounts, and pop culture references, we show how pachucas challenged the status quo—and why their influence endures.