7 Memorable Moments from TUMI’s Asra Collection Launch

In Sentosa, South Korean actress Mun Ka-Young, Creative Director Victor Sanz, and Filipino actors Gabbi Garcia, and Sarah Lahbati saw Singapore through a new lens

“This is my third trip to Asia in two months,” notes TUMI Creative Director Victor Sanz. These words capture the essence of the lifestyle brand’s globetrotting inspiration. The American designer shares that in between traversing one country and another, his observational eye has drawn inspiration from the way people navigate the world—air, land, and sea.

Fresh from a 17-hour flight from New York to Singapore, the TUMI Creative Director since 2003 shares how much of their challenge since its launch in 1975 leaned towards a masculine aesthetic. A perception that they are changing by evolving into a lifestyle brand that also caters to women. This evolution was in full swing by introducing American singer-actress Reneé Rapp as their global brand ambassador with the “Unpack Tomorrow” and “Essentially Beautiful” campaigns featuring a lighter palette and softer silhouettes of its luggage and handbag range.

In choosing Singapore as its kickoff destination, Sanz and the team behind the global travel and lifestyle brand are taking it up a notch by adding a feminine touch by collaborating with multiple women ambassadors worldwide and introducing the Asra collection, along with revealing the brand’s newest face.

Here are the seven memorable moments that unfolded during the launch event, showcasing the harmonious fusion of TUMI’s aesthetics and the cultural influences that shape their evolution:

Photo by Magic Liwanag
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Victor Sanz introduces the Asra collection at ION Orchard
At TUMI’s ION Orchard store, Sanz and TUMI Senior Vice President in Global Marketing & eCommerce Jill Krizelman, presented to Vogue Philippines the three-piece ensemble, the small crossbody, the shoulder bag, and the hobo bag in four colors inspired by the sunset of Sentosa Island. Dressed in all-black, embodying TUMI’s heritage, Sanz affirms the brand’s commitment to dedicating itself to women.
Describing the collection, Sanz expresses, “It’s our opening song to the wider breadth of TUMI women that we’re getting into.”
Photo courtesy of TUMI
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Mun Ka-Young gets candid about work and travel
On the afternoon of March 27, it was announced that South Korean Mun Ka-Young is now the global ambassador for TUMI with the Asra collection as her first campaign for the brand. In Capella House, Sentosa, the True Beauty actress reflects on her experiences shooting for the Asra campaign in Los Angeles, emphasizing the meaning of travel and the inspiration it brings.
“As someone who has grown up with two distinct cultures as a Korean woman born in Germany, I have been lucky to see so much of the world and I love the thrill of travel.” A self-confessed workaholic, the 27-year-old actress reveals that she’s still a work in progress when it comes to striking that sweet balance between work and play.
Mun shares that she’s learning how to find small happiness for fun in the middle of the work and also connect it with the excitement of traveling. “One thing I like to do when I travel is by approaching it geographically. I’ll find a place to stay where it’s close to everything that I want to visit and see. I love to walk around.”
Photo by Magic Liwanag
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Gabbi Garcia and Sarah Lahbati go on a sunset yacht cruise
Adding to the excitement of the launch event, guests Garcia and Lahbati, accompanied by photographer Magic Liwanag, embarked on a sunset yacht cruise in Sentosa. The experience pays homage to the place that inspired the Asra collection, highlighting TUMI’s vision for women’s travel.
While cruising along Singapore’s famed shore, Garcia and Lahbati shared their unique traveling experiences. Gabbi recalls her favorite travel destination in Jasper, Alberta in Canada. “It’s peaceful. I am one with nature and it’s a good reset for me.” Lahbati expressed her affinity for London, a city that captivates her with its charm and vibrant energy.
Photo courtesy of TUMI
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Sentosa Golf Club Pavillion turns into a modern art museum
The event called “Discovering Asra” saw the space embody Mun Ka-Young’s style with the design language and colors of Asra and the landscapes of the Singaporean destination.
Guests were treated to a rotating showcase of Asra silhouettes framed by curved flowers and silk-adorned arches inspired by the bag’s design. A mesmerizing “Asra Alley” was also mounted with the collection displayed against a captivating video projection by visual artist Markus Kanzler.
Photo by Magic Liwanag
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A whimsical dinner inspired by the South Korean actress’ journey
A bespoke menu conceptualized by renowned Art Director Loic Serot in collaboration with Chef Bjoern Alexander, and inspired by Mun’s defining moments, was served during the event. Specially-created visual projections and a live musical performance accompanied the five-course dinner. LED panels along the walls served as a canvas for the evening’s expansive storytelling, celebrating the partnership between TUMI and Mun. The dinner was also hosted by lifestyle host Joey Mead-King.
Photo courtesy of TUMI
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Gabbi Garcia and Sarah Lahbati meet Mun Ka-Young
The event brought together celebrities from different corners of the Asia-Pacific region, with Gabbi Garcia and Sarah Lahbati joining Mun Ka-Young at the after party. The Filipino actors showcased their impeccable style, with Lahbati even twinning with Mun in their elegant black ensembles.
Adorned with the small crossbody Asra bags in Moonlight, Purple Sunset, and Cameo Rose, they exuded confidence and a shared love for fashion and beauty.
Photo by Magic Liwanag
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The TUMI afterparty was a multisensorial celebration
The festivities continued under the stars with a “Discovering Asra” party on the rooftop, complete with a dazzling digital fireworks display, electrifying performances by South Korean DJ Siena, cocktails by Singapore’s award-winning Nutmeg & Clove, and an edible dessert art wall by Singapore’s Chef Janice Wong.