TUMI PERFECTS THE JOURNEY WITH FALL 2018 AMBASSADOR Rosario Dawson stars in Fall 2018 campaign
This Fall 2018, TUMI, the leading international brand of premium travel, business and lifestyle accessories, captures the imagination of different personas living their lives on the move all over the globe. For the Fall 2018 collection, TUMI takes inspiration from the magical region of Scandinavia, capturing the simplicity, functionality and minimalism at the heart of Scandinavian design. The resulting travel, women’s and men’s collections is a study in color, texture and tone that adds dimension to TUMI classics with new takes on camouflage, classic florals modernized with shifting contrasts and reflective pops, and subtle texture play. To celebrate this collection that explores intentional, thoughtful design for individuals everywhere, TUMI engages international icon Rosario Dawson in a campaign showcasing the journeys we all undertake.
The latest global campaign coincides with the launch of TUMI’s newest women’s collections, Georgica and Mezzanine, and the Fall 2018 re-launches of key collections Voyageur and Mariella. By fusing sophisticated and feminine elements with innovative function and design, TUMI has created versatile designs for business and everyday use. To celebrate the new women’s collections and revamped product range, the Fall 2018 campaign features prolific American actress, producer and social activist Rosario Dawson embodying the modern woman through four distinctive personas.
In videos by acclaimed Emmy-nominated director Allen Coulter, the campaign follows each of Rosario’s powerful personas on their unique journeys with a TUMI women’s bag in hand. Featuring vastly different ambitions, appearances and bag styles as Rosario shifts personas, there’s one thing blending all the narratives seamlessly together – each persona is on their perfect journey.
No matter the situation – whether she’s sweating it out at the gym, running business meetings, supervising photoshoots or enjoying an evening of live music – there is a TUMI fit for every occasion, connecting each of the journeys with ease. Women never have to be in just one mode – they can be them all.
“Being a part of this TUMI campaign has been an incredible experience. I’ve loved expressing each of these personas, creating bold statements and communicating powerful actions through each journey.” – Rosario Dawson
“With this campaign, we wanted to follow the spirit embodied by each of these personas, revealing one amazing, strong, resilient, intelligent woman. Partnering with Rosario to present this incredible woman to the world was an amazing experience. This woman inspired us and represents all the women breaking barriers and living in multiple modes around the world.”
– Victor Sanz, TUMI Creative Director
Enjoy exploring the new TUMI Fall 2018 collection now at your nearest TUMI store and online at www.tumi.com.