When it comes to redefining Southern style with a bold, unapologetic twist, Latto is in a league of her own. The rapper, known for her magnetic presence and chart-topping hits, has been using fashion as an extension of her artistry—fusing old-school Southern aesthetics with contemporary glam. Whether rocking Vivienne Westwood or stepping out in a leopard-print set, Latto’s style is as dynamic and unforgettable as her music.
Owning Southern Roots in Style
“Atlanta has shaped everything about me,” Latto said. “People try to tell us we’re too matchy-matchy, but I’ve embraced that. I love a good set where my bag, shoes and even my headband all match perfectly. That’s just who I am.” For Latto, fashion is deeply tied to her Southern upbringing. From animal prints to rich browns and fur accents, her wardrobe often channels the essence of 1970s Southern Black glamour. “It’s like a Foxy Brown vibe meets pimp-sess energy,” she laughed. “Think a living room decked out in fur and animal print—dark, moody and full of personality.”
Latto. Image: Santiago Felipe for Getty Images.
Elevating Nostalgia for the Modern Era
Latto’s fashion choices also nod to the early 2000s, blending nostalgic Y2K trends with high-end sophistication. Her recent EBONY cover shoot is a prime example. “The cover look felt like an elevated version of me,” she explained. “It had fur, it was girly, and it still felt Southern. Even the hairstyle was intentional—it read Latto but on a whole editorial level.” Another standout moment? A playful shot where she used a designer shoe as a phone, showcasing a mix of humor, creativity and Y2K vibes. “It just gave personality and highlighted how even small details can make a statement.”
Balancing Authenticity and Evolution
For Latto, embracing her natural hair has marked a pivotal moment in her style evolution. “It’s all about me being my most authentic self,” she shared. “I wanted to see my real hair, play with its textures and embrace my individuality.” The reddish hue of her natural hair, which often leads people to question if it’s dyed, is a source of pride. “It’s my natural color, something I was born with, and it makes me stand out.” Working with hairstylist Ashanti Lation has allowed her to showcase her natural hair while prioritizing health and care. “Wigs are cool, but there’s something special about wearing your real hair—its originality, it’s me.”
The Secret to Latto’s Signature Look
When asked to sum up her style in three words, Latto doesn’t hesitate: “Southern, gold and animal print.” It’s a perfect encapsulation of her aesthetic—rich, unapologetic and dripping with personality. From her love of luxurious fabrics like mink and fur to her bold accessory game, every outfit tells a story. For Latto, it’s not just about looking good but feeling connected to her roots and her individuality.
Image: Chris Haston/WBTV for Getty Images.
Lessons From the Souf
Latto’s journey proves that style is about more than just trends—it’s a way to celebrate identity and culture. Her evolution from matchy-matchy Southern sets to editorial high fashion is a blueprint for embracing boldness, authenticity and a little bit of cheetah print along the way. As she continues to push boundaries in music and fashion, Latto reminds us all to stay true to ourselves—because that’s the real baddie energy.
Image: Claudio Lavenia for Getty Images.
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