How luggage became the king of experiential luxury

The ability to travel light is a gift attributed to a select few who will never know the feeling of panic when passing in front of Ryanair hostesses just before boarding, with a bag far exceeding the allowed 40x20x25cm. But if you choose to pay for the extra baggage that completely changes the total cost of the plane ticket, you might as well do it with style. A philosophy of life chosen by many travelers who decide to trade their old Eastpak suitcase for a trophy suitcase that becomes an integral part of the airport aesthetic, even an accessory completing the traveler's outfit. And this philosophy has been well noticed by luxury brands. Suitcases have now become an integral part of fashion collections and strut the runways as if they were a lightweight handbag to match with one's outfit and interchangeable according to the season. But is this a new whim of fashionistas or a practical advancement for vacationers?

The trend of branded suitcases was relaunched by the one and only Pharrell Williams during the Louis Vuitton show of which he is the creative director, titled The world is yours, which he presented last June, where imposing trunks decorated with the brand's logo were stacked on top of each other. A good way to bring back to life a cult object signature of Vuitton, popularized in 1858 by the trunk-maker who later gave his name to the House. For Louis Vuitton, long before being known for its speedy bag or its fashion collections, is a manufacturer of trunks. Pharrell, in the idea of leaving his mark on his collections while respecting the DNA of the House, had already brought the object back into the spotlight during his very first collection as creative director at Vuitton. He then repeated the experience during the show last January, which took us directly to the heart of the far-west desert. In March 2024, he also released some travel pieces in his capsule collection in collaboration with the rapper Tyler the Creator, such as a wheeled suitcase, a tote bag, and a fanny pack. The idea seemed to please the singer as he later collaborated with the brand Globe Trotter releasing two capsule collections. More discreet pieces compared to the highly recognizable and very unsubtle Louis Vuitton logo, but no less luxurious and expensive, starting from 2080 and going up to 3900€. Gucci in 2022 also invested in the travel sector, opening a store in Paris entirely dedicated to it, offering trunks and vintage suitcases. And let's not even mention Rimowa, owned by the LVMH group, which has established itself in recent years as the ultimate suitcase, also not hesitating to partner with other luxury brands such as Supreme, Off-White, and Dior to give itself a more fashionable twist.

And if traveling today is an activity much more affordable and accessible to almost all social classes, this has not always been the case. In the past, only the rich could afford to leave to visit other horizons, and they didn't do so by hopping on the first easyJet flight that came their way. Travel was long and arduous. One did not leave to recharge for a week, but for months on end, and for this, it was necessary to take with them enough to dress throughout the epic. Trunks were therefore a must and symbolized luxury and wealth. High-end luggage experts are therefore vying with each other to continue to attract a more or less wealthy clientele tempted to invest in a luxury suitcase for the simple reason that it is decorated with a logo or stands out from the ordinary. A clientele that is expanding more and more, expected to reach 7 billion people within ten years.

Therefore, the sellers in the sector do not hesitate to double their efforts to rally these new clients to their cause and become increasingly creative: high-tech suitcases like those of Marc Newson for Louis Vuitton, or memory foam ones like that of Ermenegildo Zegna in collaboration with Maserati, ideas abound with the aim of proving the superiority of the brand through their super original and ever more innovative aspect. Innovations and a market that speak volumes about the advancements of our society and the willingness of its protagonists to invest in experiential luxury, putting consumption and life moments on equal footing.