Influencer Jenny69 calls herself a 'buchona.' How a narco-inspired style came to rule social media

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Influencer Jenny69 calls herself a 'buchona.' How a narco-inspired style came to rule social media
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Jenny69, 'la chingona que salió de Riverside” — the badass who came out of Riverside, in English — as one of her lyrics goes, has become a highly visible ambassador of the look known as “buchona.”

, is the buchona whose name comes most easily to everyone’s lips — the buchona máxima, if you will. She recently pleaded guilty to federal conspiracy charges in U.S. federal court and is awaiting sentencing, but her looks and her lifestyle are still a subject of passionate discourse on the internet.

on its Instagram account with the phrase “Buchi-Boss.” The definition describes “an empowered woman who kicks ass.” Narco culture has long had a way of seeping into the mainstream, not without attendant concerns about the glorification of violent traffickers. Buchona culture remains, for the time being, largely an object of fascination — often because it is focused not on cartel administration but physical style.

Elements of rural, northern Mexican life — such as cowboy hats — are also integrated into the look, albeit in highly glamorized ways.

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