José Hernandez began modeling a couple years ago after a photoshoot of his went viral in 2018. The main image showed him holding a rooster, glammed up in a look that can only be described as Queer Chicano Chic, with glowing skin, a tight fade, cowboy boots, and a luscious mustache.

Since then José has been booked and busy. He’s worked with brands such as NYX Cosmetics, Facebook, and Grindr, and walking down the runways at LA and New York Fashion Week.

Though beauty standards in the modeling industry are among the most narrow in fashion, José is challenging those preconceptions and embracing his own aesthetic in his modeling, influenced by Mexican rancheros and 90s L.A. street style. In this episode of Latino USA, José Hernandez speaks about beauty, community, and representation—not only on the runway, but behind the scenes, where he believes it truly matters.