International travel and lifestyle brand Tumi has tapped music legend, designer, and actor, Lenny Kravitz and his daughter, actress and musician Zoë Kravitz for its latest A3 collection campaign, the latest design iteration of the classic Alpha collection.
While the campaign will commemorate the release of A3, which was developed under the watchful eye of Victor Sanz, Tumi’s creative director, the creative for the campaign was conceptualized to celebrate how Lenny’s greatest impact has not only been his musical prowess, but the legacy he is passing onto his daughter.
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 project was directed by Eliot Rausch on the island of Eleuthera in the Bahamas, a Caribbean paradise near and dear to the Kravitz family. This is the first time that Lenny and Zoe will appear on film together.
“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 Alpha 3 collection will be offered in a wide range of travel products, backpacks, day bags, accessories and more. The collection will retail between $35 and $1,175 at Tumi retail stores worldwide and on tumi.com.