Today I saw this at Hispanic Tips:

P.R.z Fynest, Inc. "Fashion without limits" will release their first collection of designer and classic urban clothing this Spring 2007. Their standard line is that of a preppy urbanite. Their designer wear stands for the same with the exception of their women's designer collection, which portrays the sexy ambiance of a Latina.

Their mission is to educate and promote the "Orgullo" pride of the Puerto Rican communities worldwide. Their goal is to honor a hero each season and add a statement and picture to one of their pieces. Their vision is to broadcast Puerto Rican history and remember the heroes that represent the Puerto Rican triumphs. Their design style is best described as unique urban clothing with a Latin flair.

I went to the site to check it out, and let me say the collection has nothing to do with Latinas or Latin flair. The collection is all about "street culture" and hip hop. All the clothes are pretty stereotypical; short dresses, minimal shorts, sunglasses, baseball caps and berets, hip hop attitude. The female models look like the objectified girls featured in rap video clips, and the males look just like rapers.

If you like hip hop fashion, well, good for you. But I don't see why the designer claims this collection is "Latin fashion". What does hip hop culture has to do with Rican pride? Do they really think this is any kind of expression of latin culture? Come on, people, is your sight really so limited?

I suppose this is just another marketing strategy, trying to get a slice of the "Latino market". And I really don't like it.