Lando Norris Embodies Fast-Paced Lifestyle with Tumi’s Turin Collection
A New Campaign with Tumi
After a resounding win at the Singapore Grand Prix earlier this week, Lando Norris has become the embodiment of a truly fast-paced life. His newest campaign with Tumi, which debuts today, is a testament to that lifestyle. Full of minimalist but durable pieces, the Turin menswear collection withstands trend cycles and unpredictable getaways with its simplicity.
The Premium Collection
The premium collection comprises seven Italian leather travel accessories in classic silhouettes, including totes, backpacks, and briefcases. Each style is embossed with Tumi’s new metal "T" logo; the silver hardware blends seamlessly into the bags, with Norris’ identifying "LN4" stitched onto the leather.
Lando Norris’ Experience with Tumi
"Working with Tumi these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me," Norris, who has raced for Team McLaren for his entire five-year career, said. "The leather Turin pieces offer a real premium feel."
The Campaign
The 24-year-old driver has a longstanding relationship with the brand; he’s worked with Tumi since 2022, and was previously an ambassador for their Tumi x McLaren collection. Despite being one of the youngest Formula 1 drivers for the U.K., Norris is now in his fifth F1 season. He’s jet-setted everywhere from Miami (where he won his first Grand Prix) to Australia to Azerbaijan for races—and he’s constantly sporting Tumi.
Lando’s Favorite Piece
"My favorite piece from Turin is the Davide backpack—it’s sleek, sophisticated, and holds all my essentials when I’m on the go," Norris told Observer.
The Campaign’s Visuals
The campaign contrasts Norris’ modern and youthful style with the backdrop of a classic French seaside château. He carries the bags up a grand staircase, among ornate columns and checkerboard floors while alternating between his futuristic racing outfit and a tailored suit, showcasing the collection’s versatility.
Jill Krizelman’s Thoughts
"Lando embodies the ultimate multi-faceted ambassador. He takes his Tumi bags everywhere—they are a natural extension of his lifestyle. Tumi is by his side all around the world; we’re there when he checks into hotels, races on the Formula 1 world stage, and even when he’s out or taking photographs," Jill Krizelman, Tumi’s SVP of global marketing and e-comm told Observer. "It felt only natural to have Lando introduce our all-new Turin collection. Together, Turin and Lando are the perfect combination of performance and luxury."
The Turin Collection
The Turin collection doesn’t have the neon pops of color seen in the brand’s previous Alpha and McLaren collaborations; instead, the pieces showcase a simple jet-black colorway. As fitting for a travel adventure as for a day at the office or an elevated dinner, the Davide and Alzare backpacks are deceptively roomy, with an easily accessible front pocket. The Stephano Clutch has two zippers and inconspicuously blends with any outfit, especially when paired with the Double Billfold to hold the essentials. Finally, the Turin tote comes with a sturdy strap and metal logo that doubles as the enclosure for the bag’s front pocket, a stylish alternative to the traditional carry-on.
Conclusion
The Turin collection is a testament to Lando Norris’ fast-paced lifestyle, showcasing a range of durable and stylish travel accessories that can withstand the demands of his busy schedule. With a focus on simplicity and luxury, the collection is perfect for anyone who values performance and sophistication.
FAQs
Q: What is the Turin collection?
A: The Turin collection is a premium collection of Italian leather travel accessories, including totes, backpacks, and briefcases.
Q: What is the inspiration behind the collection?
A: The collection is inspired by Lando Norris’ fast-paced lifestyle, showcasing a range of durable and stylish travel accessories that can withstand the demands of his busy schedule.
Q: What is the price range of the collection?
A: The collection ranges from $450 to $1,495.
Q: Where can I find the Turin collection?
A: The collection is available on the Tumi website and in stores.
