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Ecuadorian designers reinvent indigenous style for the modern age

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A customer checking out a Puruha-style hand-embroidered blouse at a store in Riobamba. Indigenous designers in Ecuador have created a thriving fashion industry of their own.

Riobamba, Ecuador

AFTER years of taking a backseat to Western style, indigenous fashion is re-emerging in Ecuador, thanks to a new generation of designers who are reimagining traditional clothes.

"Make the turn snappy!" says Juana Chicaiza, who founded the modelling agency Awkis y

sentifi.com

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