GHETTO GIRLS

GHETTO GIRLS

After discussing it thoroughly our choice of subculture landed on Ghetto Girls. We thought this might be different, interesting and challenging as non of us can really relate to this subculture. 

So what is a Ghetto Girl? 
The definition of a Ghetto Girl is: A female who acts and looks ghetto, usually having gold teeth, brightly coloured clothes and a feisty threatening attitude. 

This identifies the key qualities to recognise a Ghetto Girl, but not about the subculture itself. Therefore, we started to look into the history
of ghetto fashion and the ghetto girls in London.

HISTORY
The term “ghetto” originated from African American youths that emigrated from Jamaica to the streets of the Bronx in New York in the 70s. The poverty they lived in and the gang culture that developed in order for protection meant that they developed a distinct style. The ghetto is said to be an environment riddled with aggression, gang culture and poverty which of course has had a resounding affect on the overall look, style and attitude of the girls in the ghetto. The people that originated from the Bronx often relied on music as a way of making money and moving out of poverty with rap battles and dance offs originating from the ghetto. With the popularity of Hip Hop music growing in the 70’s and 80’s, the style quickly spread to other inner cities, such as Chicago, Detroit and Los Angeles as the style started to be seen on admired rap artists. During the 80’s Black Nationalism was increasingly influential in rap which led to fashion’s and hairstyles reflecting traditional African influences. Blousy pants, Fezzes, Kente cloth hats, African chain, dreadlocks and Black Nationalist colours of red, black and green became part of the urban style. Through this the ghetto style has now developed into a distinctive style of dress that is not just about clothing and music, but complements the expressions and attitudes of the hip hop culture.

The Bronx - New York City


INTERVIEW

Tell me a little bit about yourself
Well I'm from Brooklyn NY, grew up in public housing. Love to play basketball, marketing genius, into gadgets & fashion.

 Tell me about your sound?
My sound hip hop & r&b, Jay-Z , Cam'ron , Drake, Frank Ocean.

What are your projects right now?
 My projects right now include creating my own lifestyle media company & promoting parties on the side.

How would you describe the urban' scene as a subculture?
Circa 2011.  Urban now is more of a mainstream thing because mainstream people love urban music & culture. From Jay-Z to wearing Jordan sneakers.

 Where do you shop for clothes?
Clothing Boutiques in Soho. Levis, Polo, Lacoste, Crooks & Castles, BBC , Nike, Adidas, Brooklyn Circus.

What music do you listen to?
Hip Hop, R&B , Some Pop. Usually my style is of rap artists from my home state Fabulous, Jay-Z, & Cam'ron

What influences your personal style?
Friends, location etc.-Rap Music Artists & Complex Magazine.

 Who are your urban fashion icons?
Jay-Z , P.Diddy , Fabolous, Pharell , & Kanye West

Describe your style in 5 words.
Dope, Fresh, School Boy, Stylish, Ill

 What defines Urban style from other types of Fashion?
Just urban way of putting things together Louis Vuitton belts with Nudie Jeans & Tims. A Louis Vuitton Scarf with a Lacoste Polo Shirt. Just taking high fashion accessories & mixing them with in style affordable fashions. It can be so many things from hood to fabulous. You just can't call it urban it has a peace of everything.

 Where do you think the future holds for Urban style?
Their are no boundaries for urban fashion the future is endless. Kanye West shows you that. Our style of dress has progressed from baggy jeans and jerseys to fitted clothes. I think things will only evolve.

The change in women’s urban style began in the 90’s. Their style had previously revolved around the men and they had adopted the oversized t-shirts and baggy pants. Women began to move away from the male alignment and created a new sense of dress that accentuated their femininity but still incorporating a hip hop edge. Female rappers Salt ‘N’ Pepa were pioneers of the black female urban movement, injecting a sense of strong feminism into a male dominated field and challenging gender roles. They took this idea to the mainstream wearing tight lycra and promoting free expression of female sexuality. This message has developed within the ‘ghetto girl’ subculture today. To be a ghetto girl is not just about wearing the right clothes but projecting this attitude that intimidates those around. This bravado would normally be expected from men but urban women have challenged the female stereotype not necessarily to better women in general but females within their own society. Their behavior though sometimes misunderstood, promotes a message that ghetto girls are strong, independent and do not need male protection. This aggression defines a ghetto girl and without this would allow them to blend in.

GHETTO GIRLS AND CHAVS
To the untrained eye it could be easy to mistake a Chav with a Ghetto Girl, but there are some very distinct differences between the two subcultures. The look of a chav can be identified by the lack of style and overall awareness of how to put an outfit together. They are generally seen wearing two piece tracksuits with counterfeit designer caps with fashion driven by poverty, circumstance and location. A ghetto girls clothes are her amour on the battlefield that are the streets, everything she wears must emit a sense of confidence, sexiness and power. She does this by being bold with her statement pieces e.g. crop tops, baggy pants, hi-top shoes, flat caps, short skirts, chunky gold jewellery and big hair. They choose to wear bright coloured clothing to represent their families roots and choose pieces to let others know they are not to be messed with. A chav is also often associated with mindless anti social behaviour and although ghetto girls are still perceived to be aggressive they often only act on this within their social circle when threatened. In short, Ghetto Girls have a sense of style and morale that chavs don't seem to display.

GHETTO GIRLS IN LONDON 

In London, the girls in the ghetto are recognized by their extreme sense of style and the use of aggression through fashion has been taken to new visual heights by the girls. Their style can now been on the likes of Beyonce, Rihanna and Nicki Minaj and within designer collections such as Adidas, Nike, Baby Phatt and Juicy Couture. There clothes are a mixture of finery and street-wear often clashing brands, colors patterns and textures, again emitting a sense of conflict through their clothes. They mix designer sport brands such as Nike and Adidas, with cheap, reviling pieces from market stalls. They take particular risks with their silhouette often wearing baggy pants and a oversized jacket to create an hourglass figure, drawing attention to the breasts and the butt and sometimes with a very characteristic hair style giving the silhouette even more character. 

There life style is very much a mystery to those outside of the circle of which they move in, the clique can be seen as very exclusive by outsiders. But it is known vaguely that they socialize at bashment raves, hip hop clubs, reggae carnivals, rap gigs, in there own houses and often on the streets of their local area. Simply on a park bench, outside a shop or beauty shops in greater London. The sense of Ghetto in London is certainly very different. The London ghetto can often be seen as a wannabe version of NYC's bronx, a tamer smaller reality of what the people in London see through the media.

INTERVIEW

We went to Elephant and castle to explore the area and see what information we could get about ghetto girls. We managed to get an interview with a lady who owned a nail salon and was hoping to open her own youth centre for young girls in the area.

If you could define the term 'ghetto girl' how would you describe it?
In my opinion being a ghetto girl means being a 'bad girl' someone who everyone is scared of and wouldn't dream of disrespecting. Someone who wants to fit into the stereotype of being 'hard and strong'. From what I have experienced 'ghetto girls' tend to have a very bad attitude about them which comes across as very defensive, I'm not really sure why that is.

Why do you think 'ghetto girls' want to come across as having a hard attitude?
Like I said, I think it's mainly to do with them wanting to portray this 'bad girl' image so that no one messes with them. Most of these girls have grown up in rough and dangerous areas and feel they need to be 'ghetto/bad' to defend themselves, a sort of protection you could say. If you compare the south and east of London to areas such as Kensington or Chelsea for an example you won't find many girls like that around there areas, so I do feel it has a lot to do with classes. The upbringing of these 'ghetto' girls is another reason why I think they act and dress the way they do. Most of these girls have being bullied of have family problems at home which lacks in discipline that's why their behaviour is pretty bold.

Why do you think there is a 'ghetto' language and where do you think it originates from?
To get through to these girls you have to talk 'ghetto' otherwise you won't be able to get through to them. I think it's mainly street slang which they have come up with themselves.

Tell us a bit about your upbringing and how you stayed focused whilst living in the same area as these ghetto girls'?
My father was very strict and disciplined us very well. Most of my friends where these 'ghetto girls' and there were times where I would want to do what they did but due to family discipline I stayed ok..I think what these girls need is stability.

Describe in your own words the style of a ghetto girl?
Hmm..I think a ghetto girl style from around this area is mostly dressing up like the guys if I'm perfectly honest. The girls love to wear low baggy jeans with big jumpers, alot of jewellery, so probably big earrings and chains but its mostly gold rather than silver. If they can't afford the actual stuff they tend to mix real & fake. In a way 'original' brands equals more respect! New Era hats are very popular as well within their culture.

You have a very successful nail salon as we can see and most of your clients are young girls from around this area, with very extreme and extrovert nails..is that a fashion trend for young ghetto girls as well?
Oh yes, the bigger, bolder and brighter the better! 'Ghetto/Urban girls' love big colourful nails.. I mostly train these girls and want them to better their future and not be around the streets and parks. I had friends who were like these girls. I started working at burger king and slowly saved money to open my own nail salon. I want to give these girls inspiration and tell them that they don't have to dress the way they do and act 'hard'..they can get themselves away from this culture and be whatever they want to be.

Do you feel that them being a stereotype of a ghetto girl is them hiding behind an image to protect themselves and to fit into a certain society?
Yes I do, I think we all have an image of girls being 'pretty and pink' but for these girls it's mostly dressing like a dude to protect themselves.

What do you think influences their style?
I think it's mainly what they see, like any other youngster it's TV, the music they listen too and the people around them and the area they live in.

What are the favourite hangout places for 'ghetto' girls?
There's a few clubs by Southbank university which they tend to go to and there's also a few around these areas. Mostly you see them around McDonalds.

How would you like to change the culture of ghetto girls?
I want to open up a youth club for young girls in this area who feel like they need to be strong and boyish and have an attitude to protect themselves. I want them to see that they have equal opportunities as everyone else. Just because they're from a rough area or they've had a troubled background they can still achieve what they want in life.

Last but not least, how would you be able to differentiate a chav from a ghetto girl?
Chavs are mostly known for being more 'fake' when it comes to clothing than ghetto girls. Burberry for an example has become a 'chavvy' brand if you like because it has been used so much by them as a fake brand. Chav girls are all about Adidas tracksuits and hair scrunched to one side. However I would say a 'ghetto girl' has more attitude and its all about the weaved hair, the OTT nails, the true religion jeans and more about head spinning and finger waggling when they talk!