Lando Norris Showcases TUMI’s New Turin Collection in a Stylish French Riviera Campaign

Luxury travel brand TUMI has launched its latest men’s premium line, the Turin collection, and who better to introduce it than McLaren Formula 1 driver and TUMI Global Brand Ambassador, Lando Norris? The new campaign follows Lando as he explores the stunning French Riviera, effortlessly blending fast-paced sports with the laidback elegance of TUMI’s luxury designs.

The Turin collection, crafted from premium Italian leather and accented with sleek metal finishes, offers seven sophisticated styles—from backpacks to totes—each in a bold black colorway featuring TUMI’s new ‘T’ logo. Designed for the modern, multifaceted man, Turin transitions seamlessly from work to play, epitomizing TUMI’s commitment to performance luxury.

Captured against the backdrop of a picturesque seaside chateau, the campaign highlights Lando’s playful personality as he navigates his day with TUMI by his side. Photographer Emma Panchot and director Arnaud Uyttenhove bring his dynamic spirit to life, showcasing the Turin collection along with TUMI’s iconic Alpha X, 19 Degree Titanium, and TUMI | McLaren lines.

Alpha X, TUMI’s most durable softside collection, stands out with its PX6 fabric, offering superior strength and abrasion resistance. Meanwhile, the 19 Degree Titanium collection impresses with its genuine titanium construction, providing enhanced durability and dent resistance—perfect for frequent travelers like Lando.

Starting now, the new Turin collection, along with Alpha X, 19 Degree Titanium, and TUMI | McLaren, is available at TUMI stores and online.