Today, international travel and lifestyle brand TUMI introduces Asra, the latest collection of women’s handbags designed for the effortlessly stylish and on-the-go modern woman. To celebrate the all-new collection and the brand’s evolving women’s category, TUMI tapped esteemed South Korean actress Mun Ka Young as the face of the new collection, starring in her first-ever campaign for the brand.
The Asra collection will seamlessly transition from day to night, with feminine designs and elevated accents that merge functionality with style. The collection includes three different sizes and four compelling colours – TUMI’s core Matte Black and three seasonal colours Moonlight, Cameo Rose, and Purple Sunset, the latter a vibrant colourway inspired by the beautiful landscapes of Sentosa island in Singapore.
“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.”
Each Asra bag features pleating with a soft structure, coordinating hardware, and a knotted shoulder strap for added visual and textural interest. Additional touches include an exterior microfiber-lined pocket, perfect for a phone or pair of sunglasses, and a leather monogram charm (sold separately) to add TUMI’s signature touch of personalization to any Asra bag.
To introduce the collection, TUMI partnered with Mun Ka Young for a stunning campaign that channels the elegance and modern allure of the Asra collection. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign features Mun with her Asra bag as she explores a classic, museum-like architectural space. Her bag effortlessly guides her throughout the room as she merges between duplicates of herself, capturing the essence of the collection’s fluidity and grace.
“I’m honoured 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.”
