Samsonite Expands Beyond Travel in New Olivia Culpo Campaign

The campaign centers on the Better Than Basic collection, which now includes a new crossbody bag and a sleek travel backpack. By highlighting these pieces in intimate, lived-in environments, the brand aims to demonstrate how its products bridge the gap between professional responsibilities and weekend travel. The visual strategy moves away from traditional travel imagery, instead showcasing Culpo navigating her routine with the brand’s bags as constant companions.

"Life doesn't really separate into categories anymore—travel, work, home—it's all connected," Culpo said, noting the ease with which the products transition between settings. This pivot reflects a broader shift in consumer behavior, where buyers increasingly prioritize longevity and multi-functional design in their accessories. Nicole Adriance, Head of Brand at Samsonite, added that the collaboration aims to capture the reality of modern, multi-role lifestyles. The campaign is currently rolling out across North American digital, social, and out-of-home channels.