SAMSONITE SERVES THE MOST DECADENT CAMPAIGN YET, WITH OLIVIA CULPO | News
Samsonite, the iconic and trusted leader in travel goods since 1910, unveils its new Chocolate Mauve colorway as the latest chapter of its brand platform, “It’s Not Just a Bag, It’s a Samsonite,” starring Olivia Culpo. A rich, trend-forward neutral, Chocolate Mauve reflects consumers’ growing desire for travel essentials that combine style, function and self-expression.
Set in a dreamy, high-fashion confectionery factory, the campaign reinterprets travel through a culinary lens – where rich textures, sculptural desserts and deep, chocolate hues transform the packaging into something to enjoy. At its heart is Chocolate Mauve: a warm, expressive color, designed to make a sophisticated statement as it moves with you.
Culpo leads the campaign from a perspective shaped by her passion for travel, style and culinary creativity. Custom decor elements inspired by her signature chocolate cake and pastry art recipe are woven into the creative ensemble, adding a level of depth, personality and playful sophistication to the campaign.
“Travel is always about enjoying the moment, whether it’s a place, a taste or a feeling,” says Olivia Culpo. “What I love about Samsonite is how the brand makes travel essentials feel elevated and stylish without sacrificing functionality. This collection brings that same sense of richness and intention to the way we travel.”
As travelers continue to seek more immersive, experiential journeys, food has become a defining part of how we explore – shaping not only where we go, but how those moments are felt and remembered. Samsonite is responding to this shift and embracing a sensory approach to travel. Chocolate Mauve reflects that mentality: refined, contemporary and connected to the way people experience the world today.
“Olivia Culpo brings an authentic perspective to the intersection of travel, food and style,” said Nicole Adriance, Head of Brand and Marketing at Samsonite. “That’s exactly where today’s consumers are and where we see travel becoming more personal, expressive and culturally connected. This campaign reflects that shift and shows how Samsonite fits naturally into the way people move, explore and experience the world.”
Samsonite’s Chocolate Mauve colorway includes three of the brand’s best-selling styles – Outline Pro™, Elevation Plus™ and Better Than Basic™ – and is available now on Samsonite.com and at select retailers nationwide. The campaign will roll out across North America across digital, social, retail, CTV and OOH channels.
