Rimowa Luggage Gains Cult Status Among Gen Z Travellers

"The aluminium suitcase now ranks amongst the most coveted fashion items in airports worldwide with Rimowa’s latest sales data showing a year-on-year increase driven primarily by customers under 25s."

The aluminium suitcases once valued predominantly for durability have emerged as status symbols in their own right, with Rimowa’s latest sales data revealing a 32% year-on-year increase driven by buyers under the age of 25. The luggage brand’s current market dominance reflects a broader cultural movement among Gen Z, who increasingly see airport terminals as sites of visual expression and social currency.

Rimowa's 2025 “Engineered for Life” campaign reinforced the appeal of personal storytelling through luggage by enabling buyers to digitally document every dent and scrape on their cases. Using augmented reality, customers logged the precise history of their suitcase’s damage, geotagging locations and sharing these visual travel diaries across Instagram and resale platforms. Nearly 80% of buyers said this feature influenced their purchasing decision more than traditional warranty benefits.

 "Users could scan their suitcase damage to create a personalised ‘travel map’ through Rimowa’s Engineered for Life tool. Credit: Rimowa"

While storytelling elevated emotional value, it is Rimowa’s strategic use of colour and scarcity marketing that has notably amplified its cultural appeal. The Neon series, characterised by translucent shells in vivid orange, acid green, and cobalt blue, achieved viral visibility online; the cases were strategically placed with influential Instagram accounts, resulting in complete sell-outs within days. These limited editions rapidly transitioned to resale platforms, where prices surged to triple retail values, notably appealing to first-time buyers under 25.

The resale strategy significantly elevated Rimowa’s profile through high-profile collaborations with streetwear labels like Palace and Supreme. These capsule collections commanded resale values up to £8,000 on StockX within days of release, positioning the luggage alongside high-demand sneaker drops. Dior further validated the luxury luggage trend by releasing a champagne trunk lined in crocodile leather, selling at prices equivalent to international flights, effectively reframing luggage as a tangible measure of purchasing power rather than practical utility.

"Rimowa’s limited Neon range in acid green and orange, designed for visibility online and off. Credit: Rimowa press"

This lean toward luxury-luggage consumption aligns closely with social media trends, notably on TikTok, where "pack with me" videos accumulate millions of views. Such videos meticulously document the packing process, highlighting pastel-coloured packing cubes neatly arranged in polycarbonate shells. Here, the appeal lies not in the destination, but in the carefully curated aesthetic of the packing process itself. According to consumer data, almost half of Gen Z travellers acknowledge social media trends directly influencing their travel-related purchases, with around 17% buying specific items solely based on their expected online popularity.

Hotels have quickly adopted this trend, recognising the significant market for branded merchandise that doubles as social proof of high-end travel. The Ritz Paris recently generated over €4 million from limited-edition navy cashmere jumpers embroidered with subtle hotel branding. Aman’s sale of titanium trekking poles at over $2,000, available exclusively to high-tier loyalty members, illustrates a similar strategy. Likewise, Palm Heights Hotel issues limited tote bags accessible only through verified NFT purchases, further embedding exclusivity into the travel merchandise ecosystem.

Such branded hotel merchandise sustains substantial resale value, often retaining upwards of 80% of original purchase prices years after the initial sale. The underlying message here reinforces exclusivity: these products serve as but verified symbols of social and economic positioning.

 "Palace x Rimowa Desert Cabin case reselling at over £7,900. Credit: StockX"

While luxury luggage and associated hotel merchandise continue to flourish commercially, brands remain conscious of sustainability concerns. Rimowa has introduced carbon-negative aluminium suitcases, exclusively available to customers accruing significant loyalty points. Other premium luggage manufacturers are exploring sustainable alternatives such as recycled polycarbonate and vegan leathers, aligning consumer desire for status products with an increased awareness of ecological impact.

"TikTok creator @daniellemarcan travels with twin Rimowa aluminium cases, both stickered and visibly dented. Credit: TikTok/@daniellemarcan"

The evolution of Rimowa’s aluminium suitcase reflects a calculated repositioning within luxury markets, leveraging both aesthetics and scarcity to transform a once mundane travel accessory into an essential emblem of personal branding.

Airports now function effectively as social-media stages, where luggage serves as a principal indicator of the owner’s identity, influence, and financial status. Rimowa’s recent success confirms that today’s consumers are prepared to invest significantly in products that visually communicate their taste, travel history, and cultural awareness at a single glance.