The first installment of "Essentially Beautiful" by TUMI

FeaturedTravel

15 Jul

The "Essentially Gorgeous" campaign for Autumn 2023 has begun at the global travel and leisure company TUMI. The two-part campaign, which is aptly named, will delve beneath the surface to highlight the true beauty that lies in the details of TUMI's products through brief videos starring returning TUMI Crew members: Formula 1 driver Lando Norris, professional footballer Son Heung-min, and renowned singer-songwriter and actress Reneé Rapp. The campaign will provide seasonal newness to TUMI's classic TUMI 19 Degree ranges as well as the brand's new women's Georgica line.

The first episode of "Essentially Beautiful," featuring Norris and Heung-min, debuted today and emphasised the apparently minor elements that result in exceptional performance, showing the ways that exact engineering leads us to new heights. Georgia Hudson's ad films, which feature Heung-min and Norris moving with carry-ons from the TUMI 19 Degree Aluminium range, highlight how smoothly TUMI's perfectly crafted luggage travels.

The Richard Phibbs-shot campaign stills feature wheeled briefs, carryons, and extended trip packing cases from the TUMI 19 Degree collection. They have shells made of post-industrial recycled polycarbonate and linings made of post-consumer rPET (recycled plastic bottles). This season, TUMI will give the line a bright twist with new hues and textures, including deep plum, scarlet, hunter green, pink, and two textured designs.

The second episode of "Effortlessly Lovely," which premieres on August 16th, will star Rapp in a series of brief video vignettes that vividly depict the contrast between TUMI's Georgica collection's robust and delicate elements. The video and photographs, which were filmed in a stunningly basic yet architecturally appealing setting, will showcase this supple and light collection for the modern lady. The Georgica series, which is made of natural grain pebbled or smooth leather and has a price range of $195–795 USD, offers simple designs that add chic ease to TUMI's women's portfolio. The line, which features totes, backpacks, crossbody bags, and laptop sleeves in black and taupe hues, is effortlessly stylish while upholding TUMI's commitment to quality, crucial functionality, and adaptability.

"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," said Victor Sanz, TUMI's Creative Director. "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."

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