At a vibrant corner of Tucson’s west side, a small shop is turning dreams into movements.

Tucson High alum and proud Chicana Arianna Luna weaves fashion, culture and community into La Bella Luna Boutique, a bold new space born from activism, identity and a lifelong commitment to uplifting others.

Luna’s roots in community activism run deep. During high school, she was involved in the school’s chapter of Movimiento Estudiantil Chicano de Aztlán and took Mexican American studies courses, experiences that continue to shape how she expresses identity through style and space.

“It all goes back to MEChA,” she said. “I wasn’t able to take Mexican American Studies classes in high school until my junior year, so MEChA was the segue to me being aware of my identity, my culture, being proud of it, learning about the history and also being active in the community. It had a positive impact on where I am today.”

After co-running The Underestimated City brand for 12 years, Luna decided it was time to branch out and fulfill her vision of running a women’s brand that represents Tucson and uplifts her community.

Earlier this year, her dream became a reality when she opened her boutique in the west side’s MSA Annex.

“My tata actually came up with putting La Bella Luna Boutique together,” she said with a smile. “He liked the sound of it.”

Visitors to the boutique can find the shop’s logo — a crescent moon paired with a saguaro cactus — stamped across custom-designed T-shirts, hats and accessories, which are also available online.

But for Luna, it’s more than just merchandise. It’s a movement.

“I never saw anybody like myself in a position like this,” she said. "It's nice to know that I’m a young Chicana business owner trying to take lead in an area that isn’t predominantly of my descent.”

Creating opportunities for others is central to her mission. Luna partners with local artists and creatives to display and sell their work in the boutique.

“I do a lot of consignments and wholesaling with artists who may not have the capacity to run a store,” she said. “So providing that space is really important to me.”

She’s also collaborated with local merchants like Snobbish Closet and hosted performances at the shop, including a set and music video shoot by Los Angeles rapper Reverie, whom Luna met at Tucson High’s Unity Festival.

“She writes about real struggles, but her music is uplifting, it’s an underground hip-hop style music,” Luna said.

Luna credits her time at Tucson High with planting the seed for community work. Her mentor, the late Consuelo Aguilar, an activist for immigrant rights and social justice, helped shape her path.

Aguilar helped lead efforts to protect ethnic studies in Tucson, speaking out during a time when Arizona lawmakers moved to dismantle the district’s Mexican American studies program.

“Looking up to her is what pushed me to keep going (and) to take Mexican American Studies courses and to stay involved in MEChA,” she said.

Aguilar started Tucson High’s Unity Fest, a celebration of diversity, student creativity and cultural pride. It’s now held annually in her honor and continues to bring together music, dance and art to highlight the voices of marginalized students on campus.

For Luna, it became a space where she felt seen and inspired to one day create something of her own. When the Unity Festival was paused due to COVID-19, Luna was heartbroken but also inspired.

“I thought, why not do a festival here at the Annex? We already have the All Souls Procession here and it’s well known,” she said. “I wanted to do something that celebrated Chicano culture, so it was really important for me to bring that here.”

That idea became the Chicano Vibez Festival, now an annual event she hosts at the Annex. It brings together local vendors, live music, art, lowriders, fashion and performances by well-known Chicano artists.

While the festival has become popular, getting the word out about her boutique has been a challenge.

“Many Tucsonans don’t know where the Mercado District or the Annex is,” she said. “So having my brand here and pushing it as a mujer and representing my community and culture, I’m finding all of the struggles but enjoying every moment.”

Luna’s work recently caught the attention of Chicano Elegance, a brand known for its glamorous galas that celebrate Chicano culture. They’ve invited her to showcase her designs at their New York Fashion Week event in September and will be joining the Chicano Vibes Festival this September.

“It’s exciting, it’s also nerve-wracking. Sometimes I feel like I’m not ready, but I have to do it and push myself,” she said. “Do what you love, do what’s best for you and what represents yourself. You could be inspiring others and not even know it.”

Isabela Gamez is a University of Arizona alum and Tucson Spotlight reporter. Contact her at gamezi@arizona.edu.

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