Musician designer and actor Lenny Kravitz alongside his daughter and fellow artist Zoë Kravitz will be the face of Tumi‘s latest A3 collection campaign. The campaign illustrates how Tumi products are more than objects, but rather items that can serve as a catalyst for experiences that can be shared across generations.
The campaign was directed by Eliot Rausch on location on the island of Eleuthera in the Bahamas. This a location that is very special to the Kravitz family.
“To me, this campaign is about connecting with ourselves, our roots, and with each other,” said Zoë Kravitz. “I loved working with Tumi and the idea of telling a story about travel, family and connecting with one’s roots. It was amazing to travel to the other side of the island for my first time to see where my family originated from and to pay respect to our elders and those who came before us – to experience that with my father was monumental.”
“I’ve been a Tumi customer and admirer of the brand for as long as I’ve been touring,” added Lenny Kravitz. “When you’re traveling and living out of a suitcase, your luggage becomes an extension of your home—and yourself for that matter. It’s the one thing that’s always with you: on the plane, on the tour bus, in the hotel room, backstage, or on set. So, you want it to be reliable, durable, and make a statement. For me, Tumi embodies all of those qualities to the fullest. Working on the campaign was very gratifying. Not only did I get the opportunity to represent a great product, but it was a very collaborative experience as I was involved in many creative aspects of the campaign.”
“With the launch of A3, we took everything we stand for as a brand and pushed it one step further,” commented Victor Sanz, creative director of Tumi. “It’s always been a motivator for us to remember our products are what enable these travel stories to continue, and we were thrilled that both Lenny and Zoë Kravitz wanted to share their perfect journey with us.”
The A3 collection retails between $35 USD and $1,175 USD and is currently available at Tumi stores as well as tumi.com.