Catholic tradition holds that in December 1531, an indigenous convert named Juan Diego experienced a series of apparitions of Mary at Tepeyac hill, near present day Mexico City, in which she identified herself and instructed him to have a church built on the site. According to the fullest traditional account, when Juan Diego brought the request to the local bishop, he was asked for a sign, and Mary directed him to gather Castilian roses, out of season and not native to the region, from the hilltop and carry them in his cloak to the bishop; when he opened the cloak before the bishop, the roses fell out and an image of Mary was found miraculously imprinted on the fabric.
The image, still displayed and venerated at the Basilica of Our Lady of Guadalupe in Mexico City, depicts Mary in a manner incorporating visual elements recognizable to the indigenous population of the period alongside conventional European Marian iconography, a synthesis scholars and theologians have both noted as significant to the devotion's rapid and lasting appeal across Mexico's mixed indigenous and Spanish colonial population.
Our Lady of Guadalupe became, and remains, the most venerated Marian devotion in Mexico and much of Latin America, and the image is recognized as a central national and religious symbol, with the feast day, 12 December, observed as a major public and religious occasion across the region.