Antler’s Summer Capsule collection campaignAntlerYou can almost feel the wind whipping through your hair and the sensation of rough terrain under your feet as you take in the images of Antler’s Summer Capsule collection campaign. Shot in the coastal town of Clovelly along the cliffs of Hartland Quay in southwest England, the message is clear: You need luggage that can withstand the elements, living up to the rugged paths of adventure while still looking incredibly chic. The British heritage brand rises to the occasion, with a lifetime warranty. “Our campaigns are very landscape-led,” says Kirsty Glenne, Chief Executive Officer of Antler House of Brands. “We're always looking for texture, and it's always got to be a landscape that connects to the brand, British landscapes first and foremost.”Founded in 1914, it’s a natural way for Antler to pay homage to its heritage and history. “Antler is a British jewel,” Glenne says. “Born in Britain, in northern England, it has this incredible past, which means we have an archive to work with incredible, genuine storytelling, but first and foremost it’s a brand that’s known for being a luggage maker. What translates from 112 years worth of experience is trust. There are many emerging challenger brands in the category. It’s quite a popular place to be now for many businesses, but those that have lasted the test of time, it means quite a lot in terms of durability and craftsmanship. What we do is protect people's most precious possessions when they go on trips—if you think about it, you take your favorite things when you travel. The last thing you want is stress at the airport; it's not a great start to vacation.”Antler’s Summer Capsule collection campaignAntlerDespite being over a century old, Antler’s new limited-edition Summer Capsule collection is decidedly modern. Since Glenne took the helm four years ago, with new ownership starting a couple of years before that, they have been reimagining the brand with a major redesign, moving from simply a luggage maker to a genuine travel lifestyle brand. Now it’s beyond the suitcase—it’s the whole travel system. “Antler is spearheading this convergence between travel and fashion, and it’s this genuine lifestyle now that people prioritize experiences,” she says. “They're chasing things to do and experience; that's the new luxury.”Following that philosophy, Antler has had a global partnership with Soho House for three years. “We're both British brands, and we're both in travel,” Glenne says. “They have houses all over the world, they're very much invested in encouraging their members to travel more often between their houses as they open more and our DNA is always to serve those who travel often with incredible luggage, bags and accessories. It is a partnership that legitimately works very closely together, but also the audience is exactly who we were servicing anyway. Both brands are deeply connected to cultural arts. A creative community just naturally gravitates to Antler, also to Soho House. There were so many synergies that made sense.”Pieces from Antler’s Summer Capsule collectionAntlerFor the Summer Capsule collection, Antler looked to their own archives for inspiration, particularly their vintage advertising campaigns. The Icon Stripe Carry-On Luggage comes in limited-edition Taupe Gloss, a timeless neutral. Antler green is their signature hue, an obviously British color. Coral also runs throughout the limited-edition collection, which was sourced from the archive. “Everything exists for a reason,” Glenne says. “Everything from the color palette, which is inspired by British landscapes, is quite muted and gender neutral. We have a 40-millimeter stripe that sits on our suitcase; that links back to the archive when trunks used to be strapped onto cars with leather straps, and it doubles up as an element of durability. Suitcases that have a flat front are less durable than those that have grooves.”The hero of the Summer Capsule collection is the Raffia Tote. Impressively versatile, it has a removable leather strap that discreetly serves as a luggage sleeve, so it can seamlessly go from airport personal item to beach tote to picnic bag. “It's the intersection of where Antler plays,” Glenne says. “The Raffia Tote is the ultimate summer bag. There's many of them in the market, but the pain point is always the floppiness of the raffia. Even if it is more structured, it just topples over. Ours has the leather structured bottom, so that it has a base, and that's going to weather beautifully over time, and get better and better as it gets used. It has a considered structure, so it holds itself. We are very innovative in our engineering of luggage. It's quite a technical process. We're always looking to solve what matters to our customers in terms of their experience, everything from the handle to the durability to the seamlessness. The craft meets travel expertise is where you get this gorgeous convergence into lifestyle, and we're always trying to service and solve one of those pain points.”Antler’s Summer Capsule collection campaignAntlerTo round out the Summer Capsule collection, there’s the Leather Sunglasses Case, a structured leather case that keeps sunglasses protected while adding a pop of style in three colors and can be looped onto a tote like a bag charm so there’s no rifling through your tote. The Stripe Packing Cubes put a seasonal spin on Antler’s best-seller in the fun pattern in green or coral, and make organization easy, crafted from durable, wipe-clean ripstop fabric.Another new accessory is the limited-edition Stripe Poolside Pouch that can easily be tucked into a purse, tote or suitcase to hold all your essentials in one place. Made from splash-resistant ripstop fabric, it packs flat but is malleable and expandable. “It's very personal to me,” Glenne says. “I was working with the team and playing with sample, which was a shoe bag—quite similar shape and style—and I said this would be perfect for my sun cream. I borrowed it to test it and I was like, this is perfect. It gets to the anxiety of your sun cream possibly scooching out a little bit, so you can still put it in your bag again without it potentially going everywhere. We made the pouch smaller, and it's perfect for sun cream or swimwear. I love that we've designed it from a real use case and it's been really well received.”The Antler Icon Stripe Carry-On Luggage filled with the Stripe Packing Cubes, Leather Sunglasses Case and Stripe Poolside PouchAntlerAn advantage the Antler team has is their range of experience. “Everyone at the brand, including myself, come from luxury lifestyle or beauty, so nobody actually comes from a luggage background,” says Glenne, who was previously at Alexander McQueen. “We approach the brand very much with learnings from luxury, so we have codes of the house. We have a very clear framework that we work within, and everyone has freedom within that framework, but we all know what the brand is and isn’t. We treat it like it's a luxury brand, and hence the campaigns are very polished and beautiful. It's just who we are, which is quite disruptive for our category.”