In Conversation with Lenny Kravitz on TUMI

In Conversation with Lenny Kravitz on TUMI

Launching remastered icons in the form of its Alpha 3 Collection, TUMI has launched a global campaign with the legendary Lenny Kravitz and his daughter Zoë Kravitz.

Directed by Eliot Rausch against the stunning backdrop of the Bahamas, the campaign explores the memories created in the haven that plays a fundamental part in the heart of the family representing the core values of TUMI as a brand.

Based on TUMI’s signature Ballistic Nylon introduced into the brand’s luggage designs back in 1983, the Alpha 3 collection features an edit of remastered travel accessories, bags and backpacks designed to withstand a lifetime of travel.

To find out more about Kravitz’s affinity with the brand and his aspirations with the campaign we spoke to him in this intimate interview:

What attracted you to working with TUMI and how was your experience being part of the campaign?

I’ve been a TUMI customer and admirer of the company for as long as I’ve been touring. What attracted me to working with the brand is my love and passion for it. When you’re traveling and living out of a suitcase, your luggage becomes an extension of your home—and yourself for that matter. 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. For me, TUMI embodies all of those qualities to the fullest. Working on the campaign was very gratifying. Not only did I get the opportunity to represent a great product but it was avery collaborative experience as I was involved in many creative aspects of the campaign.

When you were first introduced to the brand?

I was introduced to TUMI years ago on tour. I started touring and going over to Europe a lot. I needed luggage that I could depend on. Luggage invariably becomes an outward reflection of your style. It’s part of how you project yourself. I dug how simple and elegant the brand was.

We know that you are a long-term Tumi customer (Lenny), which one was your first bag?

My first bag was most likely the Tumi carry on suitcase

What is next for you? Where do you go from here and what are you pushing towards?

This year has been transformative and important for many reasons. I put out a record I’m very proud of. I’ve been on the road a lot. There have been a myriad of design and creative projects. In the middle of all this, we’re trying to do as much as we can to give back, especially in The Bahamas where I live. I’m pushing towards the same things I’ve always pushed toward. It’s art, it’s creativity,and it’s doing a little good in the world that really could use more good. In the near future, I’ll be back on the road.

Which words would you use to describe your bond?

Unconditional, eternal,love, creative, and inspiring.

What is the quality you most enjoy in each other?

I love how Zoe doesn’t settle. She works harder than anybody I’ve ever met. When she says she’s going to do something, she does it better than anyone. She pushes harder. She fights harder. I couldn’t be more proud of the woman she has become.

How do you ensure getting quality family time together when your schedules are so busy?

You make the time for it. We talk as much as possible on the phone, so the connection is always strong. Communication is open. When we get the chance—and it doesn’t matter where in the world I am—I find a way to see her. Family is the most important thing to both of us.

Has TUMI made life a bit easier when you travel and how?

TUMI has definitely made my life easier. I can depend on my luggage. It’s portable. It can with stand the road, and my constantly moving life. It’s one less thing to worry about.

How do you define a perfect journey?

To me, the perfect journey is one where I learn something about myself as well as the people in the community where I am visiting.You take away an immaterial souvenir in the form of a lesson or a memory. You carry those with you forever. The perfect journey ends with that.

How would you describe your path to self-discovery?

I think it’s never-ending. You don’t ever entirely figure it out or reach some moment of self-actualization where you just know. Instead, you’re always learning, growing, and evolving.

Where and when do you most feel like your authentic self?

I feel like my most authentic self inTheBahamas. Everything makes sense there. It’s where my family is from, and it’s the place I’ve called home for a while now. There’s a connection to my roots and there’s a community I’m a part of. I can be me.

What makes you the happiest?

That my daughter is happy, healthy, and living out her dreams. That makes me the happiest.

What would you like to do more of?

I’d like to help out communities that need it more. In The Bahamas, we’ve done some fantastic work. I want to extend that work around the world.

Lenny, In the campaign you “pass down” a family heirloom to Zoe- which was your mothers necklace. What is the significance behind that piece?

I always associated that necklace with my mom. She wore it all the time and it is something I can vividly see in my mind to this day. To give it to Zoe was a very powerful and emotional moment for both of us.

 

ZOE KRAVITZ:

What attracted you to working with TUMI and how was your experience being part of the campaign?

I loved the idea of telling a story about travel, family and connecting with one’s roots. It was amazing to go to where my family is from with my father.(What’s the significance of this location to you?) The Bahamas holds a lot of meaning for me. When I was a kid, it was like this magical place that my dad talked about a lot with so much love and passion. I think it always made him feel connected to his mom—my grandmother—who called it home. I also saw it as a peaceful place where you could go and rejuvenate. It’s a special trip he shared with me. I have so many wonderful memories associated with The Bahamas too.

What did this campaign mean to you? (This campaign is the first time both you and your father have worked together on film-how was that? What did you learn from working together in this way?

This campaign is about connecting with ourselves, our roots, and with each other. Being on-camera together for the first-time was really special. It’s kind of surprising that it took this long,but it was all meant to be. It was also really fun working with him. I can’t believe it took this long but the universe has a funny way of working things out.

What is next for you? Where do you go from here and what are you pushing towards?

I am developing a tv show, I am excited for Big Little Lies season 2 to air, and hopefully spending a lot more time with my family and friends. (With your hectic schedule-how do push forwards and pursue your passions?) Much of my schedule actually involves pursuing passions, whether it be acting, music, or writing. I’m able to chase my dreams every day. It’s a lot of work and sacrifice,but it’s so fulfilling. You adapt to everything. Each day presents its challenges and respective successes as a result.

Which words would you use to describe your bond?

Honest, unconditional, love

What is the quality you most enjoy in each other?

I love my dad’s good heart, respect for others, and sense of humor.

How do you ensure getting quality family time together when your schedules are so busy?

You just have to make the time, if that’s something that is important to you.

Has TUMI made life a bit easier when you travel and how?(Since the campaign, have there been any stand out pieces that have been added to your collection?)

It’s great having durable luggage that isn’t an eye sore! I love how light the luggage is. You don’t ever feel burdened by TUMI pieces. I’ve gotten to add the classic carry-onto my collection. Now,I can’t live without it!

How do you define a perfect journey?

The ones that are so good, you forget to take pictures.

How would you describe your path to self-discovery?

Imperfect, fun, challenging, and never-ending are the words that come to mind.Every day, I’m learning something new. I’m facing and overcoming different challenges. The more I learn, the more I want to learn. It’s a constant state.

Where and when do you most feel like your authentic self?

When I am with people who I know love me for who I truly am.

What makes you the happiest?

Good food, good people, good places.

What would you like to do more of?

Travel for pleasure, not for work. Explore new places, and soak up new cultures.

Leave a Reply

Your email address will not be published. Required fields are marked *