Abelardo de la Espriella, the criminal lawyer, businessman and self-styled "El Tigre" who surged to first place in Colombia's presidential first round, has built one of the most unconventional political brands in the country's modern history, blending hardline security proposals, luxury lifestyle marketing and an appetite for controversy.

The outsider right-wing populist candidate, who is set to face leftist Iván Cepeda in the June 21 runoff, casts himself as the antidote to Colombia's traditional political class. Admirers view him as a successful entrepreneur willing to confront organised crime, while critics see a figure whose confrontational style, attacks on opponents and admiration for strongman leaders could test democratic norms.

A longtime celebrity lawyer before entering politics, De la Espriella built his public profile defending an array of high-profile and controversial clients, including businessman David Murcia Guzmán, founder of the collapsed DMG pyramid scheme, and Alex Saab, the Colombian businessman accused by US authorities of acting as a frontman for the regime of Venezuela's Nicolás Maduro. His legal career also brought him into cases involving former paramilitary figures and other politically sensitive defendants, helping cement an image that supporters call fearless and detractors describe as opportunistic.

Away from politics, De la Espriella has cultivated an image more commonly associated with a luxury-lifestyle influencer than with a presidential contender. He markets premium rum, wine and fashion brands under his own name, regularly sports designer clothing, showcases fine dining on social media, and frequently references his Italian heritage. The carefully crafted persona has led critics to portray him as a political showman obsessed with image, while supporters argue it merely reflects entrepreneurial success.

Yet these contradictions have become part of his political appeal. A former self-described atheist who now frequently invokes God, family and patriotism, De la Espriella has sought to position himself as a defender of traditional values while cultivating a highly personalised political brand around his "Tiger" persona. Social media critics have mocked the imagery by comparing him to the mascot of Frosted Flakes cereal, while detractors argue that his obsession with branding, luxury and spectacle distracts from more pressing questions about his record as a lawyer and businessman. Bizarrely, boxes of the tiger cereal all but vanished from supermarket shelves on the day of the first round of voting.

His campaign has amplified that spectacle. Giant tiger imagery, dramatic rallies, bulletproof lecterns and heavily publicised security details have helped transform "El Tigre" into an effective political brand. De la Espriella openly praises aspects of the explosive leadership styles of Donald Trump, Nayib Bukele and Javier Milei, drawing comparisons that have fuelled both enthusiasm among conservative voters and alarm among opponents.

Critics have also brought up a series of controversies, including scuffles with journalists, lawsuits against media figures, remarks perceived as dismissive of political opponents and resurfaced comments in which he described Colombians as "cafres", a term many interpreted as derogatory. Others point to his support for mega-prisons, expanded aerial anti-drug operations and a more aggressive military approach to armed groups as evidence of an increasingly authoritarian vision for the country.

Whether Colombians see De la Espriella as a necessary disruptor or a divisive strongman may determine not only the country's trajectory over the next decade, but also the future direction of Colombia's conservative movement, which has taken a back seat since President Gustavo Petro won the 2022 election, paving the way for the first leftist administration in Colombia's recent history.

The mesmerising concoction of controversial legal clients, links to headline-grabbing cases, and a political style inspired by polarising leaders like Trump and Bukele has transformed De la Espriella from a flamboyant lawyer into a figure many view as a potential threat to Colombia's democratic checks and balances.