“I think this love story arose within me many years ago. Since I was little, love moved me. My whole life has always revolved around love, especially romantic love, which I always idealized.
Today, after many years, and very close to turning 30 (when I should have a husband and children…) I find that love goes far beyond what I initially thought, that I was never really taught what it was, and that the first love I need to reclaim is my own and the love of my first man: my father.
Verónica Franco / Creative director
Today this story takes on a new meaning for me. The word has expanded. Now I understand that love is present in every second of my life, in every step. And that love is not just about the couple, but that it is the engine of creation, the instinct of survival of every living thing.
This project intends to rewrite love, reinvent love, recognize love: RESIGNIFY LOVE.
This story about love became a collective catharsis.”
We decided to tell our project through 7 real love stories. And you might wonder why the number 7… This definitely was not picked out of thin air. At Tigre we want everything to have meaning and for everything to connect, as it should be. In the end, absolutely all beings and elements in the universe are connected. The number 7 arose after studying and working with the indigenous communities in the Sierra Nevada de Santa Marta. For them, this is the sacred number for the “bonachi”, those of us that are not indigenous peoples. Using this number, we chose both the number of stories to tell as well as the number of new Tigres to launch: 7.
Sara Cárdenas y Juan Guillermo Rojo: “I want to know if you will risk looking like a fool for love, for your dream, for the adventure of being alive.”
Natalia Gutiérrez y Carlos Saldarriaga: “I want to know what sustains you, from the inside, when all else falls away.”
Francisco Jaramillo y Felipe Agudelo: “I want to know if you can sit with pain, mine or your own, without moving to hide it or fade it or fix it.”
Liliana y Camilo Díaz: “I want to know if you can see Beauty, even when it is not pretty, every day. And if you can source your own life from its presence.”
Bernardo y Verónica Franco: “I want to know if you have touched the centre of your own sorrow. I want to know what you ache for, and if you dare to dream of meeting your heart’s longing.”
Margarita Gómez: “I want to know if you can be alone with yourself, and if you truly like the company you keep in the empty moments.”
Gabriela Del Mar Carder: “I want to know if you can be with joy, mine or your own, if you can dance with wildness and let the ecstasy fill you to the tips of your fingers and toes, without cautioning us to be careful, to be realistic, to remember the limitations of being human.” “Universal love, for nature, for life. I will show you how I fight, not to change the world, but to love it…”
These were the characters for the 7 stories we chose that speak to some of the manifestations of love. The phrases are taken from the poem “The Invitation” by Oriah Mountain Dreamer.
A fundamental part of the result of our new collection was the participation, right from the beginning, of our friend Alejandra Quintero, who was the photographer for the campaign.
Photo (Left to right) Verónica Franco, Margarita Gómez y Alejandra Quintero.
“When I was invited to fotograph the new A M A campaign for Tigre de Salón I didn’t know what I was letting myself in for.
More than a campaign, more than creating images for a brand, I came across an intense journey of understanding the greatness of what love means to us. I say us, because we were 15 people behind this project.
Where, without realizing, we contributed a vision of love and of each of the images we produced. As others have said, it was a collective catharsis. More from a perspective of feelings and testimonies to the meaning of love in our lives. We were 30 eyes that, together, built these images around a common message. And “Tigre de Salón” was our vehicle for sharing it.
Alejandra Quintero / Photographer
We are at a complex crossroads. A difficult time where we are fragile in the face of so much polarization and violence. I choose to take refuge in this type of project, although without losing my connection with and empathy towards reality.
More than help towards the growth of a product, that I also identify with, I joined the project to tell stories about love. The stories that move us. Stories that have been able to generate change. That is resistance. As the great Leonard Cohen said: There ain’t no cure for love. But it is the only thing that cures us.
I end this text with an anecdote. A few years ago, while working in the publishing world, I received the last article (by Juan Ruy Cataño) written during the lifetime of Gabriel García Márquez, and I found this phrase in it that marked me: “I makes me think that, after art, revolution, poverty and riches, after exile and even after the Nobel Prize, the only thing that is truly important is love and humor.”
Creative director : Verónica Franco, Tigre de Salón
Photograph: Alejandra Quintero
Art direction: Laura Mejía-Posada
Hair and makeup: Camila Gutiérrez
photography assistant: Diego Castillo
Margarita Gómez, Liliana Díaz, Camilo Díaz, Gabriela del Mar, Varónica Franco, Bernardo Franco, Francisco Jaramillo, Felipe Álvarez, Laura Mejía-Posada, Juan Guillemo Rojo, Sara Cárdenas, Natalia Gutierrez y Carlos Saldarriaga.
Camilo Díaz, Natalia Gutierrez