On August 8, 2024, Emma Colonel Aispurowife of Joaquin ‘El Chapo‘ Guzmán made her debut as a model and actress in the music video for La Señora, a corrido that recounts various episodes of her current life.
During an interview in Univision Prior to the release of the video clip, Coronel Aispuro spoke of the song as an expression of his aspirations after having gone through just under three years in prison.
Throughout the film, Colonel Aispuro shows off elegant suits and outfits in white and red, walks through the halls of a luxurious mansion and rides a distinguished horse. All while his lawyer and friend, Mariel Colon Mirointerprets the verses of the composition.
“Fate has dealt him blows, but he has endured them. Life has given him a lot, but it has also taken away a lot. The most prestigious brands want to have her as a partner“It’s going to be difficult for them, and it’s not that it’s difficult. What interest do they have in sunlight when they already enjoy it?” is heard in the song while Emma Coronel pretends to be in a meeting with important businessmen.
“A small waist and beautiful eyes, brain for business“A strong voice for the crafty ones. Just with the shorty he changes to affectionate mode,” sings Mariel Colón in the seconds that follow.
In a recent collaborative text for Insight Crime, Marley Markham and the journalist Deborah Bonello They argue that the video and song are intended to be an expression of female empowerment, but are based on the gender stereotypes “which have long dominated drug culture in Latin America.”
On the same subject, Bonello presented in his book Narcas: the secret rise of women in Latin America’s cartels that in places like Sinaloa, due to the historical settlement of criminal groups, the bosses are perceived by the population as archetypes, while their partners boast a “chubby” aesthetics as the standard of female beauty.
This style, Bonello and Markham explain, “is a term used to describe women who are in romantic relationships with drug dealers, promote extravagance and a physical appearance that can only be achieved through cosmetic surgery”.
Under the same narrative, both specialists warn that Emma Coronel would have taken advantage of the expectations that weigh on women in the sexist and binary conception of gender that predominates in Mexican society. “She has turned it into her personal brand,” they maintain in the analysis for Insight Crime.
“Colonel is considered by many to be a life guru and fashion icon […] “The unrealistic beauty standards promoted by their buchona aesthetic are revered and aggressively promoted on social media,” Bonello and Markham add.
In addition, Karina García-Reyes, an academic at the University of West England, shared with the expert on security issues that “the ability to exploit these stereotypes can also be understood as a form of eEntrepreneurship in the context of the drug world”.
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