Today we’d like to introduce you to Luz Figueroa.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I’m a Los Angeles native, born in Hollywood and raised by a single mother who worked long hours as a housekeeper to support me and my little sister. I was always a busy body—dancing, singing, joining clubs—expression was my outlet and my escape. I grew up close to my dad’s side of the family until he was arrested and locked up in an international case that changed the course of our lives. He’s still incarcerated to this day.
Growing up as a plus-size queer girl in a traditional Latin household came with a lot—abuse, fat shaming, and the slow, painful realization that I was everything my family judged the most. Gay. And yet, through healing, reflection, and building a tight-knit community, I also began to see the light: my love for cooking, the foundation of my bilingualism, and my roots in both education and entrepreneurship from my Guatemalan lineage.
I spent many of my childhood years going back and forth between LA and Guatemala, living in dual realities and never really feeling like I fully belonged in either. After my father’s arrest, I was left with broken tools to fix deep wounds. I even rejected my first name, Luz, because it felt too tied to the parts of me I didn’t yet understand or accept. Everyone called me Daniela—until I reclaimed Luz and built her from scratch. I used music, dance, community, and therapy as my new tools. Expression became my strength. Being a light in every room became my pride and joy.
As I grew deeper into myself, I noticed something: no one on the big screen looked like me. I was fat, curvy, loud, vivacious, full of birthmarks, and brown, getting browner and browner like café con leche left out in the sun. I realized I wasn’t straight, either. I tried—but my heart just wasn’t in it. I wasn’t seeing women like me being represented anywhere. I wasn’t seeing me.
After high school, I moved to Chicago because I was done with LA. I never felt like I really belonged there—until I left. In Chicago, I met photographers, stylists, artists, and herbalists. I assisted shoots, modeled, managed creatives, coordinated events, and slowly carved a space for myself in rooms filled with raw talent. One thing they always knew was that I was not from the Midwest. They always said, “Why do you dress so colorful?” or “Why do you love wearing the same color from your head to down to your toes?” And that’s when it hit me—I’m so LA it hurts.
I thought everyone wore nylon Cortez’s with Dickies and baby tanks, rocked slicked-back hair with brown lip liner, Pro Club sweatsuits, custom pendent name plates, gold hoops, and real gold chains. We do not play about our gold chains. But that’s our culture. We are art. We were never trying to be anything else. We walk into rooms and shift the energy without even trying—because LA girls are natural-born entertainers, hustlers, and storytellers. It’s in our blood to move a crowd, to command space, and to blend softness with power. And Chicago? That city gave me character. It gave me edge, resilience, and a whole new fire for what was possible. Chicago was outside before “outside” had a name. I experienced the real Chicago—the south side holidays, Granny’s house pit stops, the pink line, blue line, red line and Lake Shore drives hitting 105. Through Sun, Snow, and Rain the hustle and rhythm of it all raised me differently.
Eventually, I fell in love—with a woman who made my heart skip, made me trip over my own feet, and smile with all my teeth. She reminded me there were actually so many women like me out there. That I wasn’t alone. That I didn’t have to choose between softness and strength, between being loud and being loved. She also happens to be a music artist and film photographer, so we’d constantly create together. She’d say, “Being comfortable in front of a camera isn’t easy, Mrs. Leo, so you better use that talent,” and that’s when it all clicked. I wasn’t just comfortable—I was born for it. All those years as a performer, coordinator, entertainer, and manager had been prepping me for this life I’m determined to step into. If I couldn’t find someone like me on the screen, it was time to be her.
Now, she’s created an amazing collective called For Gays By Gayz, and seeing it bloom gives me so much pride. Watching her build something unapologetically queer and rooted in joy reminds me that our love is just one piece of the larger visibility we’ve both craved for so long.
In 2022, I came back to LA. The same city I once felt had no space for me, I now saw differently. There’s enough room for all of us. There are so many Latinas who are curvy, fat, brown, and powerful. So many who grew up like me—raised under cultural expectations, religious guilt, gender norms—and so many who might never say it out loud but feel it deep in their chest. If even one person connects with a piece of my story, I’ll keep going. Because we deserve to be seen, celebrated, and held fully.
I’ve been blessed to work with brands like Vogue, Hija De Tu Madre, Sephora, NYX, Smashbox Cosmetics, and more—and with that has come an overwhelming wave of love from people who look like me. That’s when I knew—this was bigger than me. I’m doing this for little Luz and for every version of her out there—then, now, and tomorrow. Not to fit a mold, Not just a spotlight—puro Luz. Pure. Loud. Joyful. Whole. Just here to shine in my full light.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all. My path has been anything but smooth, filled with trauma, growing pains, and a lot of hard lessons. I had to navigate so many difficulties.
One of the biggest letdowns was being signed to a modeling agency. I really thought that was my ticket in. I really believed it meant I had “made it,” but instead, I got shelved. I felt underdeveloped, unsupported, and misrepresented. No matter how many shoots or collaborations I did, there was no feedback, no push, no real guidance. Meanwhile, I watched white or white-passing midsize models getting booked left and right, front and center on the agency’s feed, getting the campaigns, the visibility, and inclusivity. It was like I was there just to fill a DEI requirement.
That lack of support closed doors with other brands and agencies, too. I was told I didn’t have “enough experience,” which is wild because I was blessed to work with big Los Angeles Latin brands and shoot with formidable photographers. Also how are you supposed to get experience if no one gives you a chance? Funny how that’s always the case.
And being a fat girl in this world is already hard. People see curvy women and assume we’re lazy, unhealthy, or easy to overlook. Society constantly tries to shrink us, disrespect us, or act like we don’t belong in rooms we built the vibes for. It’s exhausting.
On top of that, navigating the entertainment industry as an openly queer specifically lesbian woman—especially in spaces dominated by men—is brutal. Whether it’s music, modeling, or media, there’s still so much bias. It’s like you have to constantly prove you’re talented and palatable. That’s exactly what I’m not here to do, not to shrink myself or change for anyone’s comfort.
The road is hard but, with every rejection, every redirection, brings me closer to my purpose.
Can you tell our readers more about what you do and what you think sets you apart from others?
So that busy body trait went into my adulthood to the point where I now wear many hats, and I love it that way. I’m a model, event coordinator, private chef, content creator, and most recently, a social media manager for myself, other creatives and brands. Also I cant forget I’m also a singer, its something I’ve kept tucked away for a while but consider this my accountability check, She’s coming out the vault I promise.
Modeling and event production really grounded the virgo moon in me. I’ve worked on everything from brand campaigns to community pop-ups, bringing together vendors, artists, and queer joy under one roof. I specialize in curating spaces and content that feel inclusive, beautiful, and real. I want us to feel seen, whether that’s through a campaign, a plate of food, or a well-executed event.
Stepping into content creation has been such a fun and rewarding shift in gears.
What sets me apart is that I lead with passion, queerness and I do everything from a place of culture, authenticity, and a hard girl who chose a soft life. I create based on my surroundings and international experiences but I also know how to hold space where you feel safe. Whether I’m in front of the camera, behind the scenes, or in the kitchen, I’m bringing intention and light with me. I always make sure that whoever comes across my energy either has a good laugh or a nurturing space.
One thing I’m most proud of, though, is that I never gave up on myself. Even with no blueprint, I built something beautiful from scratch, and to those with similar cloths who have helped me to continue to grow, I am forever grateful.
What do you like and dislike about the city?
I LOVE LA, our culture, colors, food, neighborhoods, art, small businesses, community, parties, we sure know how to throw down! I also love our beaches and mountains, our rivers and deserts, We are surrounded by so much nature, it hurts wish more of us embrace nature and Mother Earth. Like, can we go to the beach or a hike, I’m tired of the city sometimes.
I also wish gentrification didn’t have an agenda in the city of LA also the white agenda needs to stop, too. There is more to LA than West LA also, Silverlake, Echo Park, and Highland Park hold so much more history than someone’s regular matcha order or fav vegan brunch spot. There is also room for EVERYONE. Lastly, love how I’m going off a little but LA has this weird vendetta against fat people it is insane. Like, just let us in the club, or book the plus size model, or have a curvy actor as the sexy damsel, not just the comedic supporting role, like our body Tea too! ALSOOOOO vintage clothes also has plus sizing, or having more inclusive sizing would help to, since so many people in LA are over a size 8 or L….. but once you find your favorite stores, people, events, and safe spaces, LA becomes a dream movie all over again haha! I went off a bit slay…….!
Contact Info:
- Website: [email protected]
- Instagram: https://www.instagram.com/luzxelaju/?hl=en
Image Credits
Christiano Hermoso, Keitraro Cloward, Thalia Gochez, Jay Duke, Juli Perez, Sabrina Garcia Diaz, and
Jess Lobo Gomes
