While Halloween is just around the corner, Latino Millennials and trendsetters will be celebrating a traditional Latino holiday known as Día De Los Muertos.
Rooted in Mexico and celebrated on November 1, Día De los Muertos is a tradition founded in legacy and heritage. On this day many come together to pay tribute to and remember those who have departed. Family, friends and the community celebrate their legacy and heritage by preparing special foods, decorations and altars in honor of them. Originating from the Aztec period, these festivities were once dedicated to the goddess of death, Lady of Mictlan, which corresponds to today’s iconic La Catrina.
Filled with sugar skulls, marigolds and vibrant colors Día De Los Muertos has awakened celebrations, festivals and even 5k races in major markets such as Chicago, Los Angeles, New York City, Houston and smaller metropolitan areas. While keeping true to its roots, Latino Millennials are taking this holiday to new levels of artistry and creating an experience that trendsetters and brands are expanding on.
So how is this traditional holiday becoming part of the U.S. Latino experience?
Designers are reinventing La Catrina on runways and bringing a Día De los Muertos theme into their fashion shows. The art and design of this holiday have greatly become a part of pop culture; shoes, t-shirts, posters and many more are representing the elements of what makes this holiday so unique.
You’re also seeing more and more Latinos identify with this tradition by tattooing sugar skulls, typography and the face of La Catrina as a way of paying homage or just relating to the art. While artists, designers and influencers are breaking into the scene with their adaptations of what Día De Los Muertos means to them, brands are also capturing this in order to become relevant to the Latino Millennial. Specifically in the spirits category, brands like Jose Cuervo are creating commemorative bottles and others are executing themed parties to celebrate the holiday.
How far will this experience grow beyond Latino Millennials? As a marketer it’s important to predict new trends and be a part of the discovery. Día De Los Muertos is one of many Latino holidays that I predict will be nuggets for trendsetters and brands, but the most intriguing part will be the evolution of how the Latino-American community will reinvent and customize this tradition to become a part of their own experience.