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The most iconic figure in Bolivian culture, Cholitas are riding the crest of a resurgence that has seen them transform from discriminated and oppressed low-class citizens to protagonists in the new economic, political and cultural waves that drive the country. Once a derogatory term, the word “chola” -or most commonly, the endearing version “cholita”- has now achieved a positive connotation to represent empowered, proud and fashionable Bolivian women.

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