Ana Segovia’s neon portraits of the iconography of Mexican charros are inspired by a desire to subvert gendered aesthetics. Courtesy Jose Cuervo

One of the standouts in last year’s Venice Biennale was Ana Segovia (b. 1991), whose work was shown in its own small room in the Arsenale but was visible on the floor just outside it. Such was the intensity of neon colors used in Pos’ se acabó este cantar (2021), a series of films and paintings that showed Mexican charros—cowboys, basically—wearing garish, queer-coded versions of their recognizable costumes. Segovia’s work in this series can now be seen adorning the 2025 José Cuervo Reserva de la Familia collector’s box, which each year is designed by a contemporary artist. We caught up with him in Tequila to hear more about his work and how No Señorita, Esos Colores son Prohibidos for José Cuervo came together.

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