Away is a global lifestyle brand that aims to transform travel. The company launched in 2016 with one flawlessly designed carry-on. Since then, it has developed and now offers an array of luggage and several other travel necessities; built for the ever-changing needs of the modern traveller. Headquartered in New York City, Away has 12 brick-and-mortar retail locations and currently ships products to 40 countries around the world. Away has been named one of Fast Company’s “World’s Most Innovative Companies” and has been recognized on TIME’s list of “Best Inventions.” To learn more, visit awaytravel.com.
Following a difficult year of lockdown restrictions and a travel ban in several countries, we are all extremely excited to start travelling again, and for those of us who are already dreaming of our future trips, Away X Serena offers the perfect stylish gear.
Away has recently announced their collaboration with Serena Williams, their latest addition to the partnership between the global lifestyle brand and the absolutely legendary athlete and entrepreneur. This collection features a wide variety of both luggage and travel essentials, including never-before-seen silhouettes by Away; each of which has been thoughtfully designed to equip travellers who are already dreaming of their future travels.
This collection features sleek components, new colours, and a custom exterior print that reflects Serena’s unique, bold style. Uniting her passion for travel with her desire to spend time with her family, this line includes luggage for everyone—including a Kids’ Carry-On, Mini Convertible Backpack Tote, and Pet Carrier—as well as versatile accessories that adapt to any travel scenario. The Away x Serena Williams collection is available for purchase both on awaytravel.com and in Away’s 12 retail locations in the US, UK, and Canada.
“Travel has always been ingrained in my identity, both professionally and personally, which is why I am so excited to continue my partnership with Away. Despite the current limitations of travel, being able to bring this new collection to life has been such a rewarding, collaborative process,” said Serena Williams. “With this latest phase of our work together, I’m thrilled to share a collection that speaks to the new realities of travel and highlights my personal take on design and functionality, all with the hope that it can get people excited for the future.”
While most of the world remains at-home in lockdown, the Away x Serena Williams collection serves to satisfy an ongoing craving for the return of travel; it aims to inspire travellers to dream of visiting the places they love most. To bring this inspiration to life, Away’s creative campaign features Serena Williams playfully replicating some of her personal favourite international destinations, Rome & Paris, in the comfort and safety of her own home.
“Although the world has changed dramatically since we first announced Away’s partnership with Serena Williams at the start of 2020, anticipation and excitement for the future of travel is growing exponentially,” said Jen Rubio, Co-founder and President, Away. “Serena’s role as a world traveller, mother, athlete, and businesswoman gives her a unique perspective, which we are proud to bring to life through this collaboration. If there is anyone who can keep people inspired and dreaming about their next adventure, it’s Serena Williams!”
To date, the pinnacle of the Away x Serena Williams partnership includes two extensive travel collections, several limited edition products, an OOH takeover at JFK’s Terminal 4, and exclusive content shared via the brand’s in-house publication, Here Magazine. This collaboration is the latest in a series of thoughtful partnerships and initiatives from Away, which have been central to the brand’s evolution since its establishment.