Modelo celebrates The Fighting Spirit. And few have more fight than the women trying to be seen in the male-dominated world of lowriding. We wanted to tell their story in a way the community could not ignore. So we took lowriding’s most iconic magazine—One known for objectifying women—And turned it into 68 pages of female empowerment.
From 1977-2019, Lowrider Magazine portrayed women as nothing more than models, hood ornaments, and accessories to cars built by men. But in reality, women have been building cars and starting clubs for decades.
We partnered with MotorTrend to bring the magazine back into print, with a twist. Instead of putting models on the cover, for the first time ever, we put women builders there. And we filled every page with their cars, their stories, and their fight.
We worked with a team of all women writers, editors, and designers to bring the magazine to life. And we donated the ad space to Latina-owned businesses.
The magazine dropped on International Women’s Day at one of the country’s biggest lowrider car shows. And the community showed up—To get the magazine, get autographs, and drink Modelo.
The Special Edition All Women’s issue was a hit. Some were even popping up on ebay, days after the event, selling for up to $200.
Proving that women in lowriding are…
