In celebration of the launch of Away luggage’s new collection of soft-luggage, the team is launching a 360 campaign that showcases the highly anticipated launch titled Softside.

Away is a first mover and pioneer in the luggage market, known for its stylish, colorful and functional hardshell suitcases. When Away launched in 2015, the brand was intentionally built from the lens of lifestyle vs product-centric, like much of the category. Founder Jen Rubio partnered early on with Designer/Creative Kapono Chung to architect the Away brand and concepted the iconic lines that are seen on the hard shell luggage.

Today, after nine years, the brand is putting a new spin on their original cult classics and shifting to offering both soft-luggage with those same horizontal lines in addition to their well-recognizable hard-shell pieces.

The reality is, that while Away has cornered the hard-shell luggage market, at the end of the day, some people still are soft luggage (softside) people.

In order to welcome these consumers into the Away family, with a new, better product for them the team launched the Softside campaign celebrating the other side of luggage, its travelers and a whole new side of Away.

The gem of the campaign is a :30 hero film featuring New York familiar faces and celebrities, such as “Succession” actor Alan Ruck, comedians Megan Stalter and Ben Marshall, skateboarder Tyshawn Jones and art critic Jerry Staltz. The film was directed by Christelle de Castro.