TUMI’s audience has traditionally been male-centric and they were trying to grow their fanbase and become a unisex brand for customers that appreciate both form and function. 

Under the new Essentially Beautiful platform, the we launched a new range of Asra bags. Beautifully crafted to be a versatile companion in life, the Asra bag was made to complement your every move.

This campaign was created with an all female team—Actress Ka Moon Young, Supermodel Eniko Mihalik, Director C.Prinz and photographer Bibi Cornejo Borthwick (including an all female production and creative team from Grey NY) aimed at a female audience.