Beyond Rimowa: why luxury luggage is undergoing an Instagram-worthy renaissance

You can always tell it’s fashion week when you see the airport carousel chock-full of Rimowa luggage. Thanks to its combination of versatility, durability and style, the German brand has been synonymous with creatives and seasoned travellers for decades.
It was only a matter of time, however, before worthy alternatives became available. Today, the travel goods category is undergoing a renaissance. To meet growing demand, brands are catering to different tastes, offering innovative products that are as Instagram-worthy and fashionable as they are practical.

Insiders are buzzing about SteamLine luggage – Margot Robbie is a fan – which features vintage-inspired designs that hark back to the early days of travel. New York-based Level8, meanwhile, targets the modern female traveller with suitcases that stress form and function – think lightweight shells, wide-handle designs for maximum packing space, and secure compartments for toiletries and accessories. Also ticking fashion boxes is Casetify’s Bounce suitcase, which allows for full-surface personalisation including an extensive range of colours and fonts, with multiple backgrounds to choose from.
When it comes to luxury, Italian brand Aviteur tops wish lists. Founded by Patricia Gucci – daughter of Gucci scion Aldo – the brand offers limited edition items crafted in Italy by third- and fourth-generation leathersmiths, many of whom have worked at Gucci itself in the past.

“I was in the British Airways lounge and was struck by how generic everyone’s luggage was. Compared to chic handbags and attaché cases, their carry-ons had no real identity. It was then that I decided to create something that stood out from the crowd and was instantly recognisable by distinct style codes rather than a screaming logo,” Gucci says.
The result was what Forbes crowned the “world’s chicest carry-on” – made from lightweight polycarbonate wrapped in Italian leather, and finished with the brand’s signature rattan-inspired texture. Other equally stylish creations followed, from duffels, laptop cases, and a canvas and leather pet carrier that doubles as a handbag, to passport covers and luggage tags. Every item looks the part, yet practical details abound – be they washable plush interiors, zipped compartments for valuables, or protective neoprene covers for check-in.

“My approach favours subtlety over extravagance, always understated. I like purpose-led design: sophisticated pieces that honour a classic aesthetic, while challenging conventional norms with avant-garde design elements such as our signature intreccio weave and components in Lucite,” Gucci says.

Also offering a new take on travel essentials with an eye towards sustainability is Australian brand Maison de Sabré. Its signature Carry-On took two years of research and development, followed by another year of intensive prototyping. It features materials sourced from around the globe – German polycarbonate, Italian BioVeg and Dutch DriTan leathers, Japanese wheels, and a recycled nylon interior from South Korea. Other notable items include The Weekender, with eight compartments including a hidden passport pocket, and sleek packing cubes made from double-lined recycled nylon for impressive compression and tear strength.

“We think carefully about how things are packed, how quickly you move through an airport, and how easily everything is accessed once you arrive. The result is a collection that feels refined, practical and built to hold its place over time,” says Omar Sabré, the brand’s co-founder.
“Design, sustainability and functionality are considered together from the outset. We are hypercritical of the materials and components we use, the techniques we use to craft them, and how the end product will age and continue to be used,” he adds.

Practicality is also at the heart of American brand July, which is wooing Gen Z travellers with its trendy designs and lifetime guarantee. Its carry-ons have been praised for their design and functionality – custom wheels glide effortlessly, and an internal compression system maximises storage while still adhering to size regulations.

Then there are the tech innovations. The Checked Plus suitcase features an integrated TSA lock called CaseSafe that can be tracked via iPhone or Android. For the fashion conscious, there is the Juliette Tote, a stylish carry-on crafted from cowhide suede with brushed gold hardware, an internal laptop pocket, a removable drink bottle holder and a wide, stable base.
“We wanted to build something that felt considered from end to end – from how it rolls, to how it packs, to how it looks sitting in your house,” says founder Richard Li. “Most brands pick one lane – price, fashion, durability. We do all three.”