STORY
"Alaala", The Anniversary Collection
The word Alaala in Tagalog means “memory” or “to remember,” and on the sixth anniversary of Lovetunay, I can’t help but look back on the years that have shaped me.
This campaign is deeply personal; it stars my Ate (my older cousin) and I, running barefoot through a field like kids again. It is a love letter to summers gone by (especially Augusts) and the fleeting, bittersweetness of childhood and growing up. Written by me, translated into Tagalog, and narrated by my mother, Alaala feels like a story passed down, reminding me why I started Lovetunay in the first place: to create pieces that hold memory and give them new life.
Thank you to everyone who has supported me on this project, and to everyone who has supported Lovetunay over the past six years. I wouldn’t be here without you.