Airport style: how has the suitcase changed the aesthetic of travel?

The suitcase - the new fashion accessory of the modern traveller

Since the 1950s more and more people have been travelling, but it is still a privileged pastime. Halfway between the extraordinary experience and the revolutionary technical progress, air travel, which is still relatively inaccessible, has attracted everyone's attention. Especially the press, who closely followed the movements of celebrities and were fascinated by their exit from the plane. Marilyn Monroe, Judy Garland, Brigitte Bardot, Catherine Deneuve and other air travelers around the world helped make airports a hot spot for the burgeoning celebrity culture.

Catherine Deneuve - 1965

In fact, the term "jet-set" itself first appeared in 1962, when a New York Times editor described the phenomenon in light of the growing number of travelers: "Jet-sets are people who live fast, move fast, and know all about the latest fashions." This is the emergence of a new social class that the suitcase makers failed to anticipate. Luggage brands are expanding their ranges to keep up with the acceleration of travel and fashion. In 1950, the German brand Rimowa launched its travel suitcase in aluminium with grooves and a minimalist design. Now highly recognizable, the model was inspired by the first metal airplane built in Germany in 1919 ("Junkers F13"), as well as the modernist trend in architecture at the time. Around the same time, in the 1960s, Au Départ, the oldest French suitcase manufacturer that equipped the great explorers of the 19th century, joined forces with Moynat to develop more flexible and smaller formats. The suitcase for everyone becomes the new object of desire, a symbol of modernity that removes boundaries.

Paris Hilton / Nicky Hilton - 2008

In the 1970s, airports grew and generated ever more traffic. But it wasn't until the 1990s and the growing attraction of celebrity to popular culture that airport style became an aesthetic in its own right. Spurred on by Lady Diana, superstars and even supermodels, airport style became the subject of comment around the world, becoming the next celebrity news story. Travelling celebrities are so hounded by the paparazzi that they are forced to perfect their airport look down to the smallest detail, including their luggage.

Bella Hadid - 2018

From that moment on, the suitcase is not just a luggage, but a symbol of travel and lifestyle. It reveals the story of its owner - whether it's a world tour, like Madonna's in 1987, or a weekend getaway, like the Beckham family's travels.This idea also inspires Rimowa's key concept - "persönlichkeit" (German for "personality"). Over time, the brand's aluminium suitcases become covered in scratches and dents from travel, making them unique. Each suitcase bears the imprint of its owner's experiences and tells his or her personal story.A suitcase is no longer just an object, but a souvenir that carries memories and treasures. An example of this are the special custom-made pieces - such as the boxing pear designed by Karl Lagerfeld for the anniversary of Louis Vuitton, or the suitcase for Roger Federer's tennis racket created by Rimowa for the company's 125th anniversary.The idea is simple: anything that is precious can be carried. Nothing is lost - every scratch and every journey adds another chapter to the story of your suitcase.

Victoria Beckham - 2003

The suitcase is no longer just practical luggage - it has become a symbol of style and lifestyle. From tabloid photos to social media images, suitcases are starting to displace even handbags in the spotlight. They don't just complete the look, but also tell the story of their owner.The younger generation attaches particular importance to both the contents and the container. Millennials and Generation Z love to share what they carry in their bags, and what better extension of this trend than a suitcase full of favorite clothes and accessories? Travel isn't just functional anymore - it's a way of expressing yourself. Every outing can be photographed and shared, making the suitcase an important element of the overall look.Luxury fashion brands are noticing this shift too. In 2021, Louis Vuitton invited 200 designers to redesign their classic suitcase in honor of the brand's bicentennial. In 2023, Gucci opened its first store dedicated solely to travel accessories, Gucci Valigeria. In the brand's ad campaigns, actor Ryan Reynolds has been filmed pushing suitcases to the seaside, while Kendall Jenner and Bud Bunny have been caught by "paparazzi" at the airport carrying iconic suitcases.Even Rimowa - the famous luggage brand - introduced its first bag in 2023, called "Original", showing that the suitcase is now more than just a simple accessory. Nowadays, every trip is seen as a little adventure, and luggage is part of that experience. In the hectic everyday life, a suitcase not only tells about your style, but also reveals your lifestyle.