Family tales
A father-daughter duo front a campaign with a luggage brand to tell their story about heritage and family values,
MUSICIANS Lenny Kravitz and his daughter Zoe star in Tumi’s travel campaign to promote the brand’s Alpha 3 range of bags. The campaign, directed by Eliot Rausch, was captured in the Bahamas, a beloved haven that established the soul of the Kravitz family. “This campaign is about connecting with ourselves, our roots and with each other,” says Zoe.
“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 the first time to see where my family originated and
to pay respect to our elders and those who came before us,” the musician and actress says.
“To experience that with my father was monumental.”
A long-time Tumi customer, Lenny says when you’re travelling and living out of a suitcase, your luggage becomes an extension of your home ― and yourself.
“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.
In 1983, the brand introduced its signature ballistic nylon, a material that revolutionised the travel market.
Originally used by military to protect WWII troops from shrapnel, Tumi incorporated the ultra-tough material into its luggage designs to make bags that would withstand the wear and tear of a life well-travelled. Now, 35 years later, Tumi remasters its iconic collection with Alpha 3.
“With the launch of A3, we took everything we stand for as a brand and pushed it one step further,” says Victor Sanz, Tumi creative director.
“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 Zoe Kravitz wanted to share their journey with us.”
With the new A3 collection, the range offers freedom ― from frustration, inconvenience and irritation ― for those who seek to be present on their journeys.
With a cleaner, more refined aesthetic, Alpha 3 updates include an integrated USB Power Port added to each of the carry-on sizes, dual-access entry, modernised front face with protective rails, and full access front pocket for increased functionality, among others.
Alpha 3 is available in a wide range of travel products from backpacks and day bags to accessories. The collection will be available at Tumi retail stores worldwide and on tumi.com.
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.
Lenny Kravitz