Global travel and lifestyle brand TUMI has unveiled a digital pictorial for its next-generation Alpha Collection in collaboration with fashion magazine GQ Korea, featuring San of ATEEZ.
The pictorial reinterprets TUMI’s iconic Alpha Collection as a “lifestyle partner” for the modern man, presenting a new benchmark for “all-scenario styling aesthetics” that seamlessly adapts to any situation.
Going beyond simple functionality, the new Alpha Collection combines exceptional performance with refined design, establishing a fresh standard tailored to today’s multi-hyphenate professionals who excel across diverse fields. More than a business essential, the collection reflects TUMI’s evolution into a companion that journeys alongside every chapter of life.
Conceptualized under the theme “A Day with San and TUMI,” the pictorial follows San through various moments of his daily routine — from the office and sports activities to relaxed weekends and travel. By capturing how the collection naturally integrates into the rhythm of a day where work and personal interests coexist, the campaign underscores both practicality and style.
San effortlessly embodies the Alpha Collection across a range of settings and aesthetics, infusing each look with his distinct mood. From sharp business attire to sporty ensembles, he showcases boundary-crossing versatility and commanding presence, heightening the visual impact of the shoot. His signature sophisticated aura and dynamic poses artistically highlight the collection’s multifaceted appeal.
In both the pictorial and accompanying video, San delivers dynamic movements with the bags, vividly portraying the flow of everyday life while maximizing the collection’s adaptability in any environment.
Through the new Alpha Collection, TUMI redefines the meaning of classic style while setting a new standard for “all-scenario styling aesthetics.” As the lines between work and personal life continue to blur, the Alpha Collection emerges as a sleek and polished companion that elevates style in every context. Crafted with TUMI’s proprietary FXT™ Ballistic Nylon, the minimalist designs achieve a balance of durability, high performance, and contemporary sophistication. Reimagined for the fast-paced lives of modern consumers, the latest Alpha Collection is engineered with enhanced flexibility and adaptability.
The pictorial showcases key pieces from the Alpha Collection, including the TUMI Brief Pack™, Briefcase, Double Expansion Duffel, Dual Access Expandable 4 Wheeled Carry On, Sling, and Convertible Clutch Crossbody.
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