Away: Turning internet trends into brand buzz

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Jacquemus’ global growth—with newly established stores in London and New York City—points to the success of their digital-first approach. The fashion label’s meteoric and sustained rise is in stark contrast to other luxury retailers, as the sector saw persistent struggles in 2024.

The play: Social shouldn’t be just another box to check in your marketing strategy. The brands who breakthrough put social at the center of everything they do. What happens on social—including content, community engagement and trendspotting—should inform everything else.


Premium luggage brand Away was a breakout star of 2024. They found a way uganda mobile database to insert their suitcases (literally) into the most talked-about moments of the year. But they didn’t copy and paste trends, an effort that doesn’t typically yield long-term wins. They reimagined these moments with their brand at the center, starting in January with their response to Calvin Klein’s Jeremy Allen White ad.

While other brands posted fire emojis and borderline sexually explicit reactions, Away took a much more creative approach. They put Calvin Klein underwear on one of their suitcases and recreated the ad (complete with the skyline in the background). Jepson says, “I will never get over the Calvin Klein Away moment. It was a masterclass in taking swift action to capitalize on a social conversation.”