EXCLUSIVE: Away Teams With HBO’s ‘The White Lotus’ on Travel Collection
Away is embarking on its latest collaboration with one of this year’s buzziest TV shows.
The luxury travel brand is joining forces with HBO’s Emmy-winning series “The White Lotus,” which is returning with its third season set in Thailand on Feb. 16. The collection is a collaboration between Away and Warner Bros. Discovery Global Consumer Products.
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The collection offers five travel styles, including the bestselling Away Classic Suitcase and Mini Everywhere Bag, and new styles like the Resort Weekender and Poolside Tote. Styles range in price from $55 to $485 and will be available to purchase in store on Feb. 8 and online starting Feb. 11.
The styles take inspiration from a resort vibe and the show’s Thailand setting with styles reimagined in raffia-inspired textures, a lotus flower print and leather details.
“The design process, which spanned over a year, began with a deep dive into the themes, aesthetics and locations that define HBO’s ‘The White Lotus,’ allowing us to draw authentic inspiration from this season,” said Christine Gallagher, Away’s vice president of integrated marketing. “Neutral tones and textures were central to the collection, reflecting the natural materials and serene landscapes of Thailand, the setting for the season. We incorporated elevated details like raffia-inspired textures — a first for Away — to give the collection a resort aesthetic, but with Away’s renowned functionality. Luxe Saffiano leather details and a custom lotus flower print — adapted from a pattern seen on the show — enhance the collection, adding a refined, personal touch.”
Gallagher explained Away wanted to introduce the Poolside Tote and Resort Weekender for this collaboration because the company was inspired by “the idea of micro-trips,” which is a nod to the mini excursions the characters embarked on in the last season of “The White Lotus.”
“Our creative approach didn’t stop at the product themselves,” Gallagher continued. “Inspired by ‘The White Lotus’s iconic title sequence, the campaign features vibrant designs depicting scenarios that pay homage to travel, the show and its latest season’s backdrop, Thailand. These designs are central to our 360 degree campaign, uniting all touch points across digital, social and retail channels, making the collection a fully immersive experience for fans of both the show and Away.”
This isn’t the first time Away has teamed with “The White Lotus.” The brand has been seen several times during the show’s first and second seasons.
This is the latest collaboration to come from “The White Lotus” ahead of its season three premiere. The hit TV show has launched other collaborations with fashion brands and companies like Bloomingdale’s, Banana Republic, Abercrombie and more.
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