Jun 20, 2025

20 June 2025 Over the last decade, luggage has undergone something of a transformation, morphing from being a functional travel item into a luxury accessory that has become a marker of wealth and identity. Once just a necessity, today’s premium suitcases are now a coveted item in their own right and have carved out their own section of the luxury market. When thinking of luxury luggage, the first images that spring to mind are of fashion house monograms and heritage branding, but the space has had a change of tack in recent years. Brands are now harnessing ‘quiet luxury’ or, as Vogue has coined it ‘stealth wealth’ and there are some key players in the space that have pivoted from being luxury-adjacent luggage makers to style-defining entities in their own right. “From the get-go, the brand understood that modern luxury was emotional, not just material.” Away is an example of a luggage brand that has been able to tap into the desire for understated luxury, at a more accessible price point, while harnessing the power of social media. Instagram and TikTok have transformed airports into runways, hotels into backdrops, and packing into content, with the hashtags ‘Get ready with me’ and ‘packing’ racking up around 70 billion views on TikTok between them, and Away has been able to capture that in its marketing. As a DTC startup launched by former Warby Parker execs, its early success wasn’t about heritage or exclusivity – it was about building a lifestyle. From the get-go, the brand understood that modern luxury was emotional, not just material. It marketed the idea of thoughtful travel, with the suitcase framed as a companion, giving a purpose beyond simply carrying belongings from A to B. Its appeal lay in its simplicity of design; its offerings looked just as comfortable in a boutique hotel as it did in an overhead locker and the original model came with a built-in battery charger and minimal branding. Targeting the social media generation, Away used influencer partnerships, well-produced content, and a social media presence to grow its identity, and position its suitcases to feel like an extension of personal style. Rimowa saw record profit margins in its latest financial results and is a pure luxury brand, as its price reflects. Founded in 1898, it was historically known for producing suitcases with grooved aluminium shells that are durable and technologically sound. However, when LVMH acquired a majority stake of the brand in 2016, it became something more, crossing the border from travel brand to fashion brand in earnest. Although the product remained function-first, its messaging evolved as it began to collaborate with Off-White, Dior, and Supreme, and was publicly used by A-list celebrities like Roger Federer, Rihanna and Lewis Hamilton. In the space of a few years, it became collectible and, more than that, covetable. Credit: Rimowa, Antler and Away Aside from the aesthetics, another way that brands can position themselves as selling ‘it’ luggage is by considering sustainability. There is a notable sect of society that places huge value on environmental issues and sustainability and Antler, in particular, has been able to draw on this. Leaning into its 100-year history with a quiet confidence, it has undergone a subtle rebrand which means it’s USP in a market where it is difficult differentiate is in its sustainable materials, alongside timelessness, and quality. Its product language is clean and functional, but it also has an aesthetic refinement that is almost architectural in places. Like Away, Antler gives a quietly gives a quality feel suggesting tastefulness through calm design, practical craftsmanship, and a growing emphasis on eco-conscious materials. It has positioned itself not as a flashy newcomer or a legacy icon, but as a modern essential at a more accessible price point. Although Antler is the furthest ahead when it comes to sustainability – its increased use of recycled polycarbonate and its focus on long-lasting construction is particularly appealing to the modern consumer – other brands are also taking it seriously. Longevity and material innovation are becoming more prevalent, and brands like Rimowa are making commitments to their customers, like lifetime repair services, which not only positions the suitcase as a true investment piece but discourages from multiple repurchases. In short, it reframes them as something durable rather than disposable, which, in its essence, is what luxury is all about. “Their role is to connect the dots between brand, culture and consumer, often in a way that feels intuitive rather than overt and the success of a brand.” But these decisions and strategies don’t happen in a vacuum. The importance of the people who are driving this within the brands cannot be overstated. Behind the curtain, they are the ones who are truly influencing this shift from practical to covetable and interestingly, they are generally not traditional fashion creatives. They are operators, strategists, and brand builders, and many have backgrounds in finance, tech, or consumer goods. Their focus is less on trend-led design and more on long-term positioning, structure, and scale. One of the most central roles is the Chief Marketing Officer as they help to define how these companies speak to their audiences while this space continues to grow in popularity and prominence. Although it is an area where product differentiation can be subtle, the way a brand presents itself – visually, verbally, and culturally – has become just as important as the physical product. Today’s CMOs are responsible not just for campaigns, but for shaping the entire customer experience: from how a suitcase is photographed on Instagram to how it is described on a product page, and how it fits into broader conversations around design, sustainability, or aspiration. Their role is to connect the dots between brand, culture and consumer, often in a way that feels intuitive rather than overt and the success of a brand, particularly in this space where so much of the excitement comes from the marketing of the products, rests heavily on whether the CMO can achieve this. Ultimately, luggage is now more than just a vessel for clothes, but an integral part of travel style. The right suitcase signals taste and intention and brands like Rimowa, Away and Antler have succeeded because they have understood that the middle of the Venn diagram between practicality and fashion is what the consumer is looking for. They want to quietly but confidently be able to take their carry-on into an airport lounge, without compromising on ease of use. By focusing on thoughtful design, clear brand identity and a consistent message, these brands have been able to turn quietly branded luggage into an accessory that is just a statement as a luxury handbag.