Editor
Jodee Tan chevron_right
International travel and lifestyle brand TUMI initiates its “Essentially Beautiful” campaign, featuring iconic sports and entertainment personalities, introducing new colourways and a fresh women's collection. This launch highlights the aesthetics and functionality of the TUMI 19 Degree collection and the all-new women's Georgica collection.
Returning TUMI Crew members Formula 1 driver Lando Norris, pro-footballer Son Heung-min, and acclaimed singer-songwriter and actress Reneé Rapp will star in this two-part campaign, unveiling the meticulous details that define the brand's products.
Part One: Precision Engineering
The first part of the "Essentially Beautiful" campaign showcases the impeccable engineering that defines TUMI's products. Featuring Norris and Heung-min, the short videos by Georgia Hudson accentuate the smooth mobility of the TUMI 19 Degree Aluminum collection.
Meanwhile, Richard Phibbs' stills present the sustainable aspects of the TUMI 19 Degree collection, featuring shells made from recycled polycarbonate and linings from recycled plastic bottles (rPET).
The new season will introduce vibrant colour variations, such as red, hunter green, blush, and deep plum, as well as textured colourways.
Part Two: The Georgica Collection
Launching on August 16th 2023, the second instalment, titled "Effortlessly Beautiful," stars Reneé Rapp and introduces TUMI's new women's Georgica collection. Crafted from natural grain pebbled or smooth leather, the collection consists of minimalist styles, ranging from totes and backpacks to laptop sleeves and crossbodies, priced between RM1,100 and RM3,890.
Shot in an architecturally captivating, yet understated space, the campaign exhibits the chic elegance and functional quality that TUMI strives for in its products.
Essentially Beautiful: A Testament to TUMI's Philosophy
Victor Sanz, TUMI’s Creative Director, describes the campaign as a celebration of elements that transcend conventional beauty. He said, "At TUMI we find beauty in elements that aren't typically thought of as beautiful, from the smooth glide of the wheels to the resilience of 19 Degree's aluminium. Through the 'Essentially Beautiful' campaign we see these moments shine through in a way that is effortless and technical while remaining beautiful at the same time."
Buy TUMI in Malaysia 2023
Interested customers can keep up with TUMI's "Essentially Beautiful" campaign on TUMI’s Instagram, and explore the new Fall collections at TUMI stores worldwide or on TUMI.com.
More related recommendations: