Choni

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The following article contains and discusses content that may be distressing to some readers.
Reason for Warning: This page documents a subculture described by a severe classist and misogynistic pejorative used to mock young, working-class women in Spain. The stereotype is explicitly linked to themes of perceived vulgarity, aggressive behavior, and sexualization based on fashion choices and social class. Viewer discretion is advised.

Choni
A photo session by Bulletproofheart on Flickr, featuring models dressed in the Choni aesthetic inspired by the film "Yo soy la Juani."
Decade of origin	1990s
Location of origin	Spain
Key motifs	Oversized gold accessories, animal prints (leopard, snake), revealing or tight-fitting clothing, fluorescent or metallic colors, clashing patterns, heavy makeup
Key colours	Bright colors, hot pink, fluorescent yellow, metallic gold and silver
Key values	Perceived vulgarity, aggression, pride in working-class roots, cheapness
Related aesthetics	Baddie Cani (counterpart) Chav Chonga McBling Motomami Raxet
Timeline
Succeeded by	Raxet

Choni is a pejorative term that describes a subculture that originated in Spain during the 1990s. The term is often used as a derogatory label for young, working-class women from urban areas, particularly those referred to as "de barrio" (from the neighborhood), a phrase implying a specific social and geographic background. The subculture is characterized by a distinctive aesthetic and is stereotypically associated with a lack of formal education, aggressive behavior, and a perceived "tacky" fashion sense. The term's masculine counterpart is Cani.

The word "choni" is thought to be a colloquial, feminized form of the English name "Johnny," which was historically used as a derogatory term for working-class individuals in the Canary Islands. A more recent Spanish style that evolved from the Choni subculture and reclaims its asssociated stereotypes is Raxet, which is often represented by female Spanish trap singers like La Zowi and Bad Gyal.

History

The term "choni" emerged in Spain to describe a subculture primarily associated with young women from lower socioeconomic backgrounds. While the exact origins are unclear, it is believed to have originated in the late 20th or early 21st century, gaining prominence in the 2000s. This subculture is characterized by distinctive fashion choices, including bright colors, tight-fitting clothing, and flashy accessories, often purchased from affordable stores like Bershka and Stradivarius. Chonis are also associated with specific hairstyles, makeup, and a particular way of speaking, often involving slang and dropping the letter "s."

The choni subculture has been parodied and represented in various media, including television shows like "Aída" and films like "Yo soy la Juani," which have contributed to its visibility and recognition. While some view the choni subculture as a form of self-expression, others criticize its perceived lack of sophistication and its association with lower socioeconomic classes. Many advocate for the term "choni" to be removed from everyday language due to its negative stereotypes and its role in reinforcing class-based discrimination.

Fashion

Choni fashion generally tends to be a flamboyant style characterized by a combination of revealing and tight-fitting clothing, clashing patterns, and bold accessories. The aesthetic often incorporates elements that are perceived as "cheap" or flashy. Common garments include short clothing, such as mini shorts and mini skirts, as well as tight-fitting dresses. A frequent feature is the use of inexpensive prints, including animal patterns like leopard print, along with metallic or fluorescent colors. Tracksuits are also a staple of the style.

Accessories perceived to be associated with the stereotype include fanny packs and oversized jewelry, such as large hoop earrings, necklaces, and sunglasses, are prominent. Footwear often consists of sneakers and boots. The aesthetic is further defined by beauty choices, including long nails, monroe and eyebrow piercings, lower-back tattoos, and (less frequently) exaggerated fake tanning.

Language

The Choni subculture is stereotypically associated with a particular slang and manner of speaking. This includes phonetic alterations of standard Spanish words, such as saying "cocreta" instead of "croqueta" (croquette) or "almóndigas" instead of "albóndigas" (meatballs). This speech pattern is often satirized, but is a recognized element of the stereotype. Another trait of the "Choni" language is the use of a definite article before a person's name, for example, "la Vane" or "la Mari". In texting, this slang is often exaggerated through unconventional spelling and capitalization, such as writing "tOh LoKoh" to express "todo loco" (completely crazy).

Criticism

The Choni stereotype is heavily criticized in Spain for its classist origins and the negative portrayals it reinforces. The term is often used to stigmatize young, working-class women from urban neighborhoods, depicting them as uneducated, materialistic, and promiscuous. This portrayal demonizes the working class and perpetuates harmful social divisions.

The term's evolution is a point of debate. Originally, the word "hortera" (meaning tacky or gaudy) was used in a similar context. However, the use of "choni" has evolved to become a more pointed social marker. The label is often seen as a way for some to position themselves as superior to the working class. Critics note that while many elements of the Choni aesthetic, such as hoop earrings or leopard print, are not inherently negative, the term itself is used to judge and mock women's fashion choices, discouraging personal style and self-expression.

This classist double standard is highlighted by the fact that the negative connotations associated with "choni" are stronger than those associated with "pija" (the Spanish equivalent of a posh/preppy person), as the working class is more socially stigmatized. The case of Naiara, a winner of the show Operación Triunfo, is a key example of this. Despite adopting elements of the aesthetic, her talent and charisma challenged the stereotype, proving that these stylistic choices do not define a person's worth or talent. Due to its harmful impact, there has been a growing call to remove the word "choni" from everyday language.

Media

Film

• Yo soy la Juani (2006)

Gallery