Tumi has announced the launch of the brand's new Asura handbag collection, naming South Korean actress Moon Ga-young (pictured) as its latest brand ambassador.
Asura is TUMI's latest women's handbag collection, designed to seamlessly transition from day to night, with a feminine design and sophisticated accents that blend functionality and style. Asura targets the modern woman who is effortlessly stylish and always on the go.
This is Mun's first campaign for the brand, said Jill Kriselman, TUMI's senior vice president of marketing and e-commerce. She embodies everything we want a TUMI woman to feel. She is confident, successful and empowered. ”
To introduce the collection, TUMI partnered with Mun on a campaign aimed at conveying the elegance and modern appeal of the Asura collection. Directed by C. Prinz and photographed by Bibi Cornejo Borthwick, the campaign sees Mun carrying an Asura bag as she explores a classical museum-like architectural space.
In the ad, Mun's bag guides her effortlessly around the room, blending between replicas of herself, capturing the essence of the collection's fluidity and elegance.
To further celebrate the launch of the global campaign, TUMI and Mun will bring the Asra collection to life at a global event in Singapore.
“TUMI is excited to expand our women's offering with the launch of Asra, demonstrating that we offer more than just cutting-edge bags. We believe they are the perfect complement to a busy lifestyle. We have accessories and beautiful products that will do the trick,” Krieselman said.
“I am honored to be the face of TUMI’s new Asra handbag collection. I have been a fan of TUMI for many years and am excited to see them exploring fresh silhouettes. Beauty and versatility. is a big part of my life and TUMI bags are the perfect fit for every journey,” said Mann.
MARKETING-INTERACTIVE has reached out to TUMI for more information.
Don't miss: TUMI expands partnership with McLaren Racing with new capsule collection
TUMI recently expanded its partnership with McLaren Racing, launching a new capsule collection in partnership with the NEOM McLaren Extreme E Team.
TUMI has been the official luggage partner of the McLaren F1 Team and McLaren Automotive since 2019, and in February was named the official luggage partner of the NEOM McLaren Extreme E Team and McLaren Shadow Esports Team from 2024 onwards.
Combining cutting-edge technology, innovation and exceptional design, the TUMI | McLaren Extreme Capsule highlights the performance heritage of both partners.
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