Tumi Unveils Women’s Asra Collection Featuring Mun Ka Young as New Global Brand Ambassador

Wednesday, March 27, 2024

Today, TUMI, the renowned international travel and lifestyle brand, unveils Asra, its newest line of women’s handbags tailored for the effortlessly chic and dynamic modern woman. To mark the debut of this exciting collection and the brand’s expanding women’s offerings, TUMI has enlisted acclaimed South Korean actress Mun Ka Young as the ambassador for this fresh line, marking her inaugural collaboration with the brand.

The Asra collection is designed to effortlessly transition from day to evening, boasting elegant designs and refined details that blend practicality with sophistication. Featuring three distinct sizes and four captivating colors – including TUMI’s signature Matte Black and three seasonal shades: Moonlight, Cameo Rose, and Purple Sunset – the collection draws inspiration from the breathtaking landscapes of Sentosa island in Singapore, particularly showcased in the vibrant Purple Sunset hue.

“TUMI is thrilled to expand our women’s offerings with the launch of Asra, demonstrating how we offer more than just state-of-the-art luggage. We have accessories and beautiful products that serve as the perfect complement to a busy lifestyle,” said Jill Krizelman, TUMI’s Senior Vice President of Marketing and eCommerce. “We’re excited to welcome Mun Ka Young as our newest global TUMI Ambassador. She embodies everything we want the TUMI woman to feel; confident, successful and empowered.”

The Asra bags are characterized by their pleated design, soft structure, coordinating hardware, and knotted shoulder strap that adds both visual appeal and tactile interest. They also come with practical features such as an exterior pocket lined with microfiber, perfect for storing a phone or sunglasses, and a leather monogram charm (available for separate purchase) to personalize any Asra bag with TUMI’s signature touch.

TUMI has teamed up with Mun Ka Young to unveil the Asra collection through a captivating campaign. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign showcases Mun elegantly carrying her Asra bag while navigating a timeless, museum-like architectural setting. As she moves through the space, her bag becomes an integral part of her journey, seamlessly blending with duplicates of herself and embodying the collection’s fluidity and grace.

“I’m honored to be the face of TUMI’s new Asra handbag collection,” said Mun. “I’ve long been a fan of TUMI, and I’m thrilled that they’re exploring fresh silhouettes. Beauty and versatility are a big part of my life, and with TUMI these bags are a perfect fit for every journey.”

In honor of the worldwide campaign launch, TUMI and Mun Ka Young hosted an impressive global event in Singapore to unveil the Asra collection. Priced between $350 and $495 USD, the Asra collection is now accessible for purchase at TUMI.com and TUMI outlets worldwide.

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