Luxury luggage is trending, and there’s not an airport lounge, nor a corner of TikTok shy of a Rimowa suitcase or an Antler carry-on. These pieces are the designer handbag of a new generation, and owning premium luggage sends the message: “I travel”, alluding to a life lived in enviable abundance.
Once upon a time, the Hermès Birkin bag was the ultimate status symbol. Expensive, exclusive, and notoriously hard to come by, it adorned only the arms of the super-rich, the super-famous and the super-stylish. It was born as a result of an in-flight conversation between Jane Birkin and designer Jean-Louis Dumas about the impossibility of finding a bag that was at once elegant and practical enough for moments like this. The product became a trademark of luxury and a reflection of affluence. It sent the message “I travel”.
But as I wander through airport terminals today, I’m increasingly less aware of designer handbags and more of travellers wheeling, carrying and checking in suitcases crafted by luxury luggage brands. Names like Rimowa, Antler, Away and Tumi are seemingly everywhere, often recognisable only to those in-the-know, and priced at anything from £250 to +£1,000 a piece. But what makes the allure of an expensive suitcase so strong, and is this the new status symbol for those lucky enough to live a life that involves travel?
“Higher investment in premium luggage is closely linked to frequent flyers – a demographic that signals affluence – and frequency of use helps justify elevated price points,” says Ana Correa, footwear & accessories strategist at trend prediction agency WGSN. “Many premium models are carry-ons, meaning they remain visible throughout the travel journey, from airport lounges to hotel lobbies. In this sense, they function similarly to luxury handbags: as portable status symbols that communicate taste, mobility, and access.”
At the time of writing, TikTok reported the hashtag #LuxuryTravel has 651.5k posts globally – a figure that’s increased 65 per cent over the past 12 months. More specifically, posts with the hashtag #Luggageset have increased by 290 per cent in the past 12 months. Influential content creators post unboxing videos, packing guides and ‘fit checks’, along with product recommendations featuring brands like Rimowa and Antler, to their followers, some of whom number over 5 million worldwide.
And the TikTok audience is notoriously Gen Z. According to social media management company, Social Sprout, “72% of Gen Z users have a TikTok account… this generation makes up about 60% of the platform’s user base.”
It can be assumed, then, that twenty-something consumers are invested in the idea, at least, of luxury travel, and their interest in luxury luggage is snowballing. The report continues: “The platform is also inspiring purchases, especially among Gen Z users. 42% of Gen Z consumers turn to TikTok for product discovery.”
At Antler, the proof is in the purchase, and brand CEO Kirsty Glenne names Gen Z as Antler’s fastest-growing category. ‘As sustainability becomes increasingly important, younger consumers are more inclined to invest in high-quality, long-lasting products rather than opting for cheaper, fast-fashion alternatives. This generation is also more informed about materials and craftsmanship, and they value durability and reassurance, such as a lifetime guarantee. Luxury luggage is seen not just as a purchase, but a considered, long-term investment’.
Scouring TikTok (for the first time ever, I’ll admit), I’m met with content creators sharing videos and clips of their travels, Antler suitcase in tow. Klaudia Kedziora is one such creator. She has 47k TikTok followers, and recently put the spotlight on her Antler suitcase in a post documenting her travels from London to Edinburgh. “Good-quality luggage that also looks chic feels like a must-have now,” she says. ‘Social media has made the whole ‘airport aesthetic’ a thing, so it starts to feel like a need rather than a want.’
