Rimowa’s New Candy-Coloured Suitcases Are Instagram Gold

Since taking the helm of Rimowa in October 2018 Alexandre Arnault has spearheaded a revamp of the 121-year-old luggage brand with the stamina of someone running a start-up business. He is the brain behind the German trunk-maker’s cult collaborations with Supreme, Off-White and Fendi – but, for his next stroke of marketing genius, the progressive CEO has turned the spotlight back in-house.

Airport exits are set to become a lot more vibrant owing to four new colourways in the Rimowa Essential line. The millennial-minded shades include coral, inspired by Australia’s Pink Lakes; slate, which references the chalky overtones of Indonesian mines; sage, like the greenery in Britain’s Lake District; and saffron, to emulate Tuscany’s canola flowers. The handles, zips and locks all match the hardware inspired by the aerial views of global destinations.

“The stores are going to look a bit more like candy stores and not just black, white and silver,” Arnault commented on the product launch, which, like all of the entrepreneur’s initiatives, has Instagram in mind. “Social networks have redefined the balance of desirability. Snapping and sharing images makes them valuable,” he has previously told Vogue. “A beautiful piece of luggage is the first accessory to any great experience, and it plays a fundamental role in the autobiography we write on [social media].”

With three sizes to choose from come June 6, prepare to see the polycarbonate cases – priced considerably lower than the Supreme x Rimowa luggage which sold out in 16 seconds – filtering down your feed and generating their own sales stats for the brand to buzz about. Louis Vuitton’s new monogram wheelies have got some serious competition.

The new Rimowa Essential range retails at £550 for the Essential Cabin, £710 for the Check-In L and £880 for the Trunk Plus.