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

Jun 25, 2026

Maison de Sabré is just one of the newer premium luggage brands looking to establish a following. Photo: Handout

Aviteur – founded by a member of the Gucci family – Margot Robbie’s fave SteamLine, Level8, Casetify, Maison de Sablé and July are all competing in the luxury luggage and travel accessories space

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.

Casetify Bounce expandable suitcases. Photo: Handout

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.