Away, the American luggage company known for its hard-shell suitcases has launched a new soft-shell product line called “Softside.” According to Campaign, Away VP of Brand Amanda Brody revealed the company’s strategy to capture a larger market share by targeting 50% of luggage buyers who prefer soft-shell suitcases.

The campaign features several influencers and celebrities: Alan Ruck from “Succession,” comedians Megan Stalter and Ben Marshall, skateboarder Tyshawn Jones, and art critic Jerry Saltz. Kapono Chung, founder of creative agency Combo and designer of the original Away luggage, consulted on the product and campaign launch.

The campaign video, directed by fashion industry veteran Christelle de Castro, showcases the talent in an airport-like setting. It reveals their inner monologues and interactions, highlighting their personalities alongside the new “Softside” luggage.

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As Campaign reports, Away’s strategy focuses on lifestyle rather than product features, emphasizing relatability through influencer storytelling. The campaign includes out-of-home advertising in travel hubs and social media content featuring travel tips from the influencers.

This approach mirrors Away’s 2015 launch strategy, which utilized travel influencers to create a book of travel stories and recommendations due to a product delivery delay. The new campaign aims to recreate this storytelling aspect through digital channels.