TUMI, the renowned international travel and lifestyle brand, expands its women’s offerings with the launch of the Asra collection, a line of handbags designed for the modern woman who values style and functionality. To mark the debut of this new collection and emphasize TUMI’s commitment to the women’s market, the brand has enlisted South Korean actress Mun Ka Young as the face of the campaign.
The Asra collection boasts contemporary designs and versatile features that effortlessly transition from day to night. Available in three different sizes and four distinct colors – Black, Moonlight, Cameo Rose, and Purple Sunset – inspired by the picturesque 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,” Jill Krizelman, Senior Vice President of Marketing and eCommerce, TUMI said. “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, coordinating hardware, and a knotted shoulder strap for added visual appeal. Other notable features include an exterior microfiber-lined pocket and an optional leather monogram charm for personalization.
The launch campaign, directed by C Prinz and photographed by Bibi Cornejo Borthwick, captures the elegance and modern allure of the Asra collection. Mun Ka Young is seen navigating a classic architectural space with her Asra bag, symbolizing the collection’s fluidity and grace.
“I’m honored to be the face of TUMI’s new Asra handbag collection,” said Mun Ka Young. “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.”
To celebrate the global campaign launch, TUMI and Mun Ka Young hosted a stunning event in Singapore. The Asra collection is priced between US $350 and $495 and is available at the brand’s official website and its stores worldwide.
Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move.
