Monos launches its first-ever Aluminum Collection, featuring Academy Award-winning actor Adrien Brody in a cinematic campaign set in Tangier, Morocco.
Luxury travel accessories are evolving to meet the growing demand for high-end luggage that balances form and function. The global luggage market, valued at $23.8 billion in 2023, is projected to reach $37.5 billion by 2032, driven by the rise of experiential travel and an increasing preference for premium, durable materials. Aluminum suitcases, long associated with luxury travel, have seen a resurgence, with travelers prioritizing durability and aesthetics. Monos, a brand known for its minimalist ethos and commitment to sustainability, is stepping into this space with its first-ever Aluminum Collection.
To mark this milestone, Monos has enlisted two-time Academy Award-winning actor Adrien Brody as the face of its campaign, setting the stage in the vibrant and enigmatic city of Tangier, Morocco. The campaign, directed by Mexico City-based filmmaker and photographer Alexis Gomez, weaves a poetic narrative that explores the interplay between solitude and human connection. Brody, whose affinity for travel mirrors the brand’s ethos, embarks on a journey through the city, encountering villagers, absorbing the sounds of the medina, and tracing the city’s historic paths.
“Growing up in New York — a city full of diversity and unexpected encounters — ignited a thirst for adventure. I often find myself on location in different places while working on films, which is exciting; I love to explore, to travel, to get lost and find my way,” Brody said in a statement. “Traveling reminds me that borders are irrelevant, no matter how different cultures or people may seem, we’re all just people living our unique stories,” he continued.
Like Brody, Monos’ philosophy centers on intentional journeys and deep appreciation for the experience of movement itself. As Brody meanders through Morocco, the campaign captures moments of quiet discovery — glimpses of a city alive with history, yet open to new interpretations through the eyes of a traveler.
“Adrien perfectly reflects these qualities —his unique perspective and undeniable charm make him the ideal ambassador for our brand,” says Victor Tam, co-founder of Monos. “His influence and deep connection with his audience will not only elevate the collection but also deepen the Monos experience, creating a lasting impact on our community.”
Hubert Chan, Monos co-founder, told Observer that the goal of the campaign was to take the story “somewhere unexpected,” beyond the typical luxury travel destinations. “Tangier, in particular, offered a visually striking setting with its rich cultural heritage and distinctive aesthetic—a blend of Moroccan, European and Mediterranean influences that feels both timeless and cosmopolitan,” he said. “Morocco has an energy that is warm, vibrant and deeply authentic. Tangier is a true meeting point of influences — old and new, traditional and modern — making it a natural fit for this campaign.”
Monos has built a reputation for its design-forward approach, and its Aluminum Collection represents the brand’s most elevated offering yet. The collection features four styles: Carry-On Plus ($665), Check-In Medium ($725), Check-In Large ($755), and a Trunk ($775), each available in three colorways—Caviar Black, Champagne Gold, and Aspen Silver. Each suitcase is constructed with a brushed anodized aluminum shell, reinforced by riveted aluminum corner guards for enhanced durability. A TSA-accepted combination latch lock, a telescopic trolley handle, an ergonomic bottom grab handle, and whisper-quiet 360-degree spinning wheels ensure that both security and mobility remain seamless.
Inside, the collection introduces a new quilted taffeta lining embossed with the brand’s signature dot pattern, along with a compression layer designed to keep contents in place. “Our Aluminum Collection is our most premium offering to date and features thoughtful details, from the soft-release side handle to the etched detailing on the hinges and latches, because it’s the small things that elevate the entire travel experience,” says Hubert Chan, co-founder of Monos.
Beyond aesthetics, Monos embraces the natural evolution of aluminum, a material known to develop a unique patina over time. “Travel leaves its mark on us, and there’s something beautiful and romantic about carrying traces of your journey on your suitcase — each mark tells a part of your personal story,” adds Chan.
A commitment to design and sustainability
Since its founding in 2018, Monos has seen strong growth, averaging 300 percent year-over-year (YOY) expansion between 2019 and 2024. In 2023, the brand exceeded $100 million in sales, solidifying its place in the competitive travel goods market. With plans to expand to 40 global retail locations by 2030, Monos is moving beyond digital-first strategies to meet customers where they are.
Further distinguishing itself, Monos has recently earned B Corp certification, reinforcing its commitment to responsible business practices. The brand prioritizes cruelty-free materials, sourcing high-quality vegan alternatives to traditional leather and other animal-derived components. This extends across its entire product line, including luggage, bags, and accessories.
The Aluminum Collection is available beginning March 17, 2025, exclusively on monos.com and at Monos’ Canadian retail locations in Toronto and Vancouver.
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