Tumi’s Launches The Asra Collection In Its Continuing Evolution To Provide Fashion-Forward Products For Women

For the longest time, Tumi has been widely acclaimed for its high levels of functionality. Its first feature earning rave reviews was its ballistic nylon materials in its luggage and bags, which made its product and its brand ubiquitous in boardrooms and departure halls all over the world. But recently, Tumi began a great leap forwards and outwards—becoming a lifestyle brand with offerings not only for travel but also for daily commutes, nights out with friends and even for golf. And now, with the launch of its new Asra collection for Spring/Summer 2024, it continues expanding its collections for women with handbags that are as stylish and attractive as they are durable and functional.

TUMI SS24 Asra Shoulder Bag in Purple Sunset.

At a recent global launch event held in Sentosa Golf Club in Singapore, Tumi unveiled not only the highlights from the Asra collection but also introduced the brand’s newest global brand ambassador: South Korean actress and superstar Mun Ka Young. More than 200 celebrities, VIPs and guests joined her at the Discovering Asra mega-event, which included sunset cruises on Tumi-branded yachts, as well as an exclusive dinner curated by Chef Bjoern Alexander and Chef Janice Wong. It was also attended by Andrew Dawson, president of Tumi; Victor Sanz, the brand’s creative director; Jill Krizelman, senior vice president of global marketing and e-commerce; and Aris Maroulis, who was recently appointed Tumi’s vice president for Asia-Pacific and Middle East.

TUMI SS24 Asra Small Crossbody in Purple Sunset, Cameo Rose, Moonlight and Black.

“Discovering Asra was such an incredible event. It was an embodiment of Tumi’s core philosophy of performance luxury and a glamorous springboard for the expansion of our women’s collection,” Maroulis said in a statement after the event. “Launching Asra in Singapore, which served as our muse for the season, alongside Mun made for an unforgettable moment for the brand and reinforced our commitment to the Asia Pacific and Middle East regions.”

TUMI SS24 Asra Shoulder Bag in Purple Sunset.

The Asra collection of handbags are effortlessly contemporary yet elementally timeless, befitting a brand renowned for products that last decades. They come in three sizes—Small Crossbody, Shoulder Bag and Large Hobo—and in four colours—Black, Moonlight, Cameo Rose and Purple Sunset. The latter colourway, also affectionately called ‘Sentosa Sunset’ by everyone during the Discovering Asra event, was inspired by the vibrancy of Sentosa Island as well as the dynamism of Singapore. Regardless of which size or colour one chooses, every handbag has a knotted shoulder strap, pleating with soft structures, coordinating hardware, and an exterior microfibre-lined pocket. They are all feminine, functional and fashionable, seamlessly moving from daytime appointments to evening rendezvous.

TUMI SS24 Asra Small Crossbody_Shoulder Bag in Purple Sunset.

And if you’re having trouble deciding which to add to your wardrobe, allow Mun to share her two cents. “My favourite item from the collection would have to be the Asra Hobo Bag in Black. With its bigger size, it’s perfect for me to hold more essentials and pack more items on the go,” she says. “But for a pop of colour, I would also go for the Asra Small Crossbody in Cameo Rose. Beauty and versatility are a big part of my life, so these bags are a perfect fit for every journey.” Coincidentally, the Hobo Bag in black is also gaining fans among men, as Sanz himself testifies. “I’ve been enjoying using the Hobo Bag the most because I’m typically carrying my sketchbook, MacBook, water bottle and my other essentials with me as I bounce around town looking for inspiration,” he says. “The bag just feels great, so easy and comfortable. It has been my go-to piece.

(left) TUMI SS24 Asra Shoulder Bag in Purple Sunset and TUMI SS24 Asra Small Crossbody in Purple Sunset and Cameo Rose.

“The Asra collection is like the Asra woman—elegant,” Sanz continues. “When you see her moving, there’s a carefree persona to her. You see her enjoying life, moving through life with bliss and happiness—someone like Mun. She’s sophisticated, intelligent, confident, multi-talented, and has an aspirational kindness to her.”

TUMI SS24 Asra Small Crossbody in Purple Sunset and Cameo Rose.


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