By Joan Tupponce

Franchesca Claros-Chavez’s excitement was evident as models walked the runway during her first Latinx fashion show in the Commons this month.

She and friend Lirio Vera Alva, both graduating seniors majoring in fashion design in Virginia Commonwealth University’s School of the Arts, wanted their looks to represent their heritage. And in the spirit of how VCU helped Claros-Chavez find her own style, she is now helping others find theirs.

“VCU made me feel welcome and that being different is OK to express,” Claros-Chavez said. “I base my style, which is very much streetwear, on my mood and how I am feeling. It varies a lot.

“That’s the best part of fashion – being able to express yourself that day or that week.”

Claros-Chavez’s fashion sense has impressed her friends and fellow students, who started asking for fashion advice. So in February 2024, during her junior year, she started her business, Luamodaclaros.

“The idea came from one of my friends. I help people fix their clothes, from hemming and alterations to fitting services and personal designs,” she said.

Claros-Chavez marketed the company through Instagram and found an audience.

“When I started it, I didn’t think anything would come of it. Today, I am still surprised that I am getting orders,” she said.

Her company’s name pays homage to her Bolivian and Brazilian heritage. “Luamodaclaros” represents a mashup of the Portuguese word for moon, the Spanish word for fashion and her last name.

“The moon is an escape for me. When I feel lost, I always look to the moon,” Claros-Chavez said.

Her fascination with fashion dates to early childhood: At age 4, she started making clothes for her Barbie doll. It surfaced again when she took a course on fashion at Centreville High School in Northern Virginia.

“That really sparked my interest,” she said. “Also, my grandma in Bolivia is a fashion designer, and she is a big inspiration.”

Claros-Chavez was drawn to VCU by its fashion design and merchandising program, and she has found outlets outside the classroom to express her heritage and style. Fluent in Spanish, she has served as vice president of the Latinx Student Association, whose members have supported her endeavors. She recently presented the association with the idea of starting a brand, Santobarrio, with Andres Gallo, a VCUarts senior majoring in graphic design. She hopes to release a streetwear collection this year.

“We wanted to gear the fashions toward the Latinx community, but it’s also inclusive,” Claros-Chavez said. “Our main inspiration is giving back to our community. This community has helped me and my friend so much.”

Earlier this year, she was asked to appear on a local Spanish station Radio Poder 1380 to talk about her business. “It was a great opportunity to get my word out,” she said.

Anita Nadal, an assistant professor of Spanish in VCU’s School of World Studies and the faculty advisor for the Latinx Student Association, praised Claros-Chavez’s determination.

“Regardless of the fact that she has encountered many challenges, she didn’t give up and continues to be a beacon for her friends, classmates and professors at VCU. She is talented, hardworking, dedicated and inspiring. And even though she may not recognize it, she is a leader, too,” said Nadal, who helped Claros-Chavez promote her fashion show and facilitated her radio appearance.

Claros-Chavez admits she often doubts herself, but she is not relenting from her longtime dream.

“My plan is to move to Bolivia and stay with my grandmother who does fashion design. I would love for her to teach me anything she can,” Claros-Chavez said. “When I learn everything my grandma teaches me, I will start to incorporate the things I have learned so I can reach my main goal of having my own fashion line.”