TUMI unveiled their newest women’s handbag collection, Asra, and their global ambassador, South Korean actress Mun Ka Young, at an exclusive “Discovering Asra” event in Singapore on 27 March 2024 which was a star-studded affair, drawing over 200 regional celebrities, influencers, and VIPs. Familiar faces like Charlene Choi, Isyana Sarasvati, and Gabbi Garcia mingled with TUMI executives including President Andrew Dawson and Creative Director Victor Sanz. Singapore, the inspiration for TUMI’s Spring 2024 collection with its vibrant colours and modern energy, served as the perfect launchpad for the Asra line.

The evening wasn’t just an unveiling, it was an unforgettable journey into the world of Asra. Guests embarked on a luxurious yacht cruise aboard two TUMI-branded vessels, enjoying the sunset as they glided towards Sentosa. Upon arrival, they were whisked away to the transformed Sentosa Golf Club for a glamorous dinner. The venue, renamed “Sentosa Pavilion,” embodied the effortless chic of Mun Ka Young and the Asra collection’s design. Vibrant colourways inspired by the beauty of Sentosa Island adorned the space, creating an elegant and intimate atmosphere.

A series of immersive experiences further unveiled the collection’s allure. Guests admired rotating displays of Asra bags, each silhouette framed by a backdrop of soft, curved flower and silk-adorned arches that echoed the bag’s design. Next, they were led into the “Marble Room,” an architectural delight that paid homage to the Asra campaign. A floating Asra display in striking Cameo Rose captured the room’s attention. The mesmerizing “Asra Alley” awaited them next, with the collection displayed against a captivating video projection by visual artist Markus Kanzler. The projection explored the silky draping texture and colours of Asra, further immersing guests in the brand’s vision.

Arriving in the dining room, guests took their seats at long tables positioned around the edge of the room. LED panels along the walls served as a canvas for the evening’s expansive storytelling, celebrating the partnership between TUMI and Mun. TUMI’s Creative Director Victor Sanz personally welcomed VIPs and officially introduced Mun, adding a touch of warmth and excitement to the event.

The highlight of the evening was a bespoke five-course menu conceptualized by renowned Art Director, Loic Serot in collaboration with Chef Bjoern Alexander, formerly of two-Michelin-starred Hong Kong restaurant Octavium. Inspired by Mun Ka Young’s life, each course zoomed in on a defining moment – from her culturally diverse heritage as a Korean woman born in Germany to her musical talent, starring roles and her appointment as TUMI’s newest ambassador. Specially-created visual projections and a live musical performance accompanied the dinner, further enriching the experience.

The festivities continued under the stars with a “Discovering Asra” party on the rooftop. A dazzling digital fireworks display illuminated the night sky, while an electrifying performance by South Korean DJ Siena kept the energy high. Signature cocktails by Singapore’s award-winning Nutmeg & Clove flowed freely, and guests marvelled at an edible dessert art wall by Singapore’s Chef Janice Wong, adding a touch of whimsical playfulness to the evening. The entire event was a testament to TUMI’s commitment to innovation, celebrity partnerships, and creating unforgettable experiences that celebrate the essence of travel and style.

Designed for effortless versatility, the Asra collection transitions flawlessly from day to night. Its focus on feminine silhouettes is complemented by elevated accents, striking a perfect balance between functionality and style. Offered in three sizes and four captivating colourways, the collection includes TUMI’s classic Black alongside three seasonal hues: Moonlight, Cameo Rose, and Purple Sunset. The latter draws inspiration from the vibrant 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. 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.”

Jill Krizelman, TUMI’s Senior Vice President of Marketing and eCommerce

Each Asra bag boasts a unique design language. Soft pleating creates a relaxed structure, while coordinating hardware and a knotted shoulder strap add textural and visual interest. The functionality isn’t compromised by aesthetics. An exterior microfiber-lined pocket keeps your phone or sunglasses readily accessible, and a leather monogram charm (sold separately) allows for a touch of personalized flair.

To unveil this stunning collection, TUMI partnered with Mun Ka Young for a captivating campaign. Directed by C Prinz and captured by photographer Bibi Cornejo Borthwick, the campaign embodies the Asra’s elegance and modern allure. Mun, accompanied by her Asra bag, navigates a classic, museum-like space. As she moves, she seamlessly merges between duplicates of herself, visually translating the collection’s fluidity and graceful spirit.

“I’m honoured to be the face of TUMI’s new Asra handbag collection. 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.”

Mun Ka Young

The Asra collection ranges in price from $350 to $495 USD and is available at TUMI.com and TUMI stores worldwide,

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Photos courtesy of TUMI