Tumi reveals Rosario Dawson as the face of its latest campaign

Luggage brand Tumi has released a global marketing campaign to coincide with the launch of its newest women’s collections, Georgica and Mezzanine. The campaign also highlights the latest additions to the Mariella range as well as to Voyageur, its key travel retail collection.

Rosario Dawson in Tumi fall 2018 women's campaign
Tumi has tapped actress, producer and activist Rosario Dawson as the face of its latest women’s collections campaign, launching worldwide this month.

The concept of the campaign, which is called The Perfect Journey, is to explore the different ‘modes’ of travellers, said the brand owner.

The campaign sees actress, producer and activist Rosaria Dawson as protagonist. She plays one woman with four personas, each with distinct aims, appearances and – crucially – Tumi bag styles.

Amongst Dawson’s various personalities in the campaign are a boxing enthusiast, carrying Tumi’s Voyageur Colina Duffel, and a successful professional armed with the Georgica Yvonne Carry-All.

“With this campaign, we wanted to follow the spirit embodied by each of these personas, revealing one amazing, strong, resilient, intelligent woman,” said Tumi Creative Director Victor Sanz.

“Being a part of this Tumi campaign has been an incredible experience,” says Rosario Dawson. “I’ve loved expressing each of these personas, creating bold statements and communicating powerful actions through each journey.”

The Tumi stand at TFWA World Exhibition in Cannes (Riviera Village RG14) will be branded to reflect the new campaign.

Rosario Dawson in Tumi fall 2018 women's campaign
The campaign sees Dawson’s character move through four distinct personas, from a highly driven businesswoman meeting clients to a tastemaker on a photoshoot. Each personality is reflected by a different Tumi bag style.

Rosario Dawson in Tumi fall 2018 women's campaign

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