Music legend Lenny Kravitz and daughter, actress and musician Zoë Kravitz return to their family roots in an unforgettable journey with Tumi to the Bahamas.
The campaign, directed by Eliot Rausch, captured in the Bahamas, the beloved haven that established the soul of the Kravitz family. While honoring the passing of tradition, storytelling, and family values from generation to generation, Tumi joins the Kravitz’ on their first film project together, on an intimate quest to where it all began; illustrating the strengthening of the bonds individuals create, and the significant, supporting role Tumi plays — understanding it’s not about the destination, but the invaluable moments created along the way.
“To me, this campaign is about connecting with ourselves, our roots, and with each other,” says 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,” says 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.”
For this campaign and collection, Tumi remasters its iconic Alpha 3 line, which was first introduced in 1983 in signature Ballistic Nylon, a material that revolutionized the travel market. Tumi incorporated the ultra-tough material into its luggage designs to make bags that would withstand the wear and tear of a well-traveled life.
Launched today as A3, the new collection includes a wide range of travel products, backpacks, day bags and accessories. The Tumi collection will retail for $35 to $1,175 at Tumi stores worldwide and tumi.com.
Browse the collection here (click for descriptions):