---
node: fashion_sa_modern
type: fashion
slug: modern_south_america_fashion
title: "Fashion in Modern South America"
lead: "In modern South America everyday wear became Western, but living Indigenous dress continues strongly: the full skirt (pollera) and bowler hat of Andean women, the poncho, and the dress of the gaucho are faces of the region."
published: 2026-07-28
updated: 2026-07-28
image_file: modern_south_america_fashion.jpg
image_source: "https://commons.wikimedia.org/wiki/File:Gaucho1868b.jpg"
image_author: "Eugenio Courret — a gaucho (1868)"
image_license: "Public domain"
change: "Created as a fashion sub-page under the history section, with a period image (south_america region)"
requester: internal
reason: "Per the owner's decision, fashion lives under each history era"
---

## Overview

Amid Westernisation and global fashion, South American dress became one where Western clothing and native traditions coexist.

## Key garments and style

Western dress is common in the cities, but in the high Andes women carry on the "chola" dress of layered polleras, a bowler hat and a shawl. The poncho and handwoven cloth are still used, the gaucho tradition continues on the pampas, and countries such as Brazil have grown their own designers and beachwear.

## Transition

Modern South American dress keeps the rich traditions of the Andes and the pampas within global fashion.