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– Tumi launches the Asra collection for women with a campaign starring the brand’s new global ambassador, Mun Ka Young
TUMI continues to strengthen its place in the women’s space with a new collection that is equally contemporary and versatile
SINGAPORE, March 27, 2024 /PRNewswire/ — International travel and lifestyle brand TUMI today introduces Asra, the latest collection of women’s bags designed for the modern, effortlessly stylish and active woman. To celebrate the new collection and the evolution of the brand’s women’s category, TUMI tapped esteemed South Korean actress Mun Ka Young as the face of the new collection, starring in her first campaign for the brand.
The Asra collection will seamlessly transition from day to night, with feminine designs and elevated details that combine functionality with style. The collection includes three different sizes and four attractive colors: TUMI’s Matte Black core and three seasonal colors Moonlight, Cameo Rose and Purple Sunset, the latter a vibrant color combination inspired by the beautiful landscapes of Sentosa Island in Singapore.
“TUMI is delighted to expand our offering for women with the launch of Asra, demonstrating how we offer more than just cutting-edge luggage. We have beautiful accessories and products that serve as the perfect complement to a busy lifestyle,” he noted. Jill Krizelman, senior vice president of marketing and e-commerce at TUMI. “We are excited to welcome Mun Ka Young as our new TUMI Global Ambassador. She embodies everything we want the TUMI woman to feel: confident, successful and empowered.”
Each Asra bag features soft structured pleats, matching hardware, and a knotted shoulder strap to add visual and textural interest. Additional touches include a microfiber-lined exterior pocket, perfect for a phone or a pair of sunglasses, and a monogrammed leather 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 charm of the Asra collection. Directed by C Prinz and photographed by Bibi Cornejo Borthwick, the campaign features Mun carrying her Asra bag as she explores a classic, museum-like architectural space. Her handbag effortlessly guides her around the room as she merges between duplicates of herself, capturing the essence of the collection’s fluidity and grace.
“I am honored to be the face of TUMI’s new Asra bag collection,” said Mun. “I’ve been a long-time TUMI fan and am thrilled that they are exploring new silhouettes. Beauty and versatility are a big part of my life, and with TUMI these bags are perfect for every trip.”
To celebrate the launch of the global campaign, TUMI and Mun Ka Young brought the Asra collection to life with a stunning global event in Singapore. The Asra collection is priced between $350 and $495. Shop the Asra collection available on TUMI.com and in TUMI stores worldwide.
About TUMI
Since 1975, TUMI has been creating world-class luxury business, travel and performance essentials, designed to enhance, simplify and beautify all aspects of life on the go. Combining impeccable functionality with a spirit of ingenuity, we are committed to empowering travel as a lifelong partner for those who move and create in the pursuit of their passions. To learn more about TUMI, visit TUMI.com and follow us on Instagram, TikTok, Facebook and YouTube
TUMI and the TUMI logo are registered trademarks of Tumi, Inc. © 2024 Tumi, Inc.
TUMI Media Contacts Alexandra GillisTUMIalexandra.gillis@tumi.com
Hailey HauldrenSHADOWhhauldren@weareshadow.com
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Logo – https://mma.prnewswire.com/media/214382/…
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