Travel lifestyle brand Away has revealed its newest launches: the Series 3 luggage and Signature Bag collection. As part of the rollout, Oscar-nominated and Emmy Award-winning actor Colman Domingo was tapped as the face of the campaign.
While the Series 3 evolves the suitcases around the reality of how people continue to travel today, Signature Bags extends into other moments that surround travel.
The Series 3 launch features an updated collection across its core luggage pieces for classic styles of Carry-On 3, Bigger Carry-On 3, Medium 3, Large 3 and Trunk 3 and flex styles of Carry-On Flex 3, Bigger Carry-On Flex 3, Medium Flex 3 and Large Flex 3. Colorways of Electric Iris, Chocolate Brown and Salt White are added to the brand’s palette of Jet Black, Navy Blue, Coast Blue, Olive Green, Cherry Red and Blush Pink — and Chartreuse Spark is the newest color for the holidays.
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Notable new features include built-in wheel brakes to keep suitcases still, hands-free built-in hooks into the trolley to hang an extra item such as a jacket, purse or duty-free bag, a dedicated place to keep Bluetooth trackers in a pocket, 360-degree wheels for a quieter rolling experience, both sides of the suitcase opening outward to give full visibility and access to packing paired with Away’s patented compression system, infinite height trolley, exterior D-ring to place luggage tag or charms.
The Series 3 is the latest evolution of its luggage — the brand said its most significant product innovation since launching in 2016 — using consumer insights, data and the brand’s expertise. Performance for the accessories focused on protection, motion and capacity to focus on making the travel experience “smoother, simpler and more intuitive.”
Using feedback from customers, the brand looked at moments of friction when traveling to make the experience better. Suitcases rolling away, too many bags and handles not fitting the hand properly all became part of the design brief for Series 3.
The Signature Bag collection features the Signature Tote, Signature Weekender, Signature Slim Commuter Backpack, Signature Triple-Zip Duffle and Signature Companion Bag. Hues for the bag are available in Jet Black, Navy Blue, Coast Blue, Olive Green, Dune Taupe and Chocolate Brown.
The brand said softer and more refined materials were paired with structured silhouettes and polished hardware. To withstand everyday life and a life outside the airport, the bags have expanded quick-grab pockets, high-contrast interiors, updated and detachable straps with tag designs and charm placements.
Jessica Schinazi, chief executive officer of Away, told WWD in an interview that the launch of Away’s Signature Bag collection was created for moving across the “increasingly fluid” moments of travel, which are blurred between commuting, work, weekends and bigger trips.
“For years, luggage was treated as a commodity — something you bought because you needed it, not because it said anything about you or reflected how you particularly travel,” she said. “Away changed that, turning durability into a category people could care about, talk about and ultimately see as part of their life. Ten years ago, we made luggage a lifestyle.”
With the collections’ accompanying campaign’s “1 of 1” and its cinematic approach, Away tapped Domingo — which Schinazi said was a given the parallels between what he represents and how the brand is approaching its next chapter.
“After decades in this business, I’ve learned that the difference between good and exceptional comes down to the details; the discipline to keep refining, and the respect for craftsmanship that never lets you settle for ‘good enough.’ I see that same standard in Away,” Domingo said. “I travel with a carry-on, no matter how long the trip, so I need luggage that can keep up: thoughtfully designed, built to last, made for people who take their work seriously. That’s craftsmanship I recognize, because it’s the same standard I hold myself to.”
She said this shared sense of earned perspective comes through with “knowing the traveler, understanding how a bag performs” alongside having a distinct point of view with years of experience.
Notably, there’s also been a major shift within the travel space and what role it plays within consumers’ lives. Travel and everyday life are no longer separated as “work trips become long weekends, people build leisure into business travel,” and the same products need to be used for multiple uses. Schinazi said travel has become an increasingly resilient part of people’s lives, adding especially amidst uncertainty, consumers continue to prioritize travel and experiences.
“These collections mark an inflection point for Away,” she continued. “This isn’t a departure from what made Away great; it’s the next expression of it. This is what healthy product evolution looks like: protecting what works, innovating where it matters and continuing to raise the bar we set for ourselves.”
On Saturday and Sunday, the brand will also be hosting a consumer-facing activation in New York with The Travelers Salon at Ideal Glass Studios, with the experience featuring the new collections and immersive programming with personal stories, poetry and more.
The Series 3 ranges from $328 to $498 and the Signature Bag collection ranges from $208 to $278, available on awaytravel.com and in-store at the brand’s retail locations across the U.S., the U.K. and Canada.
