Waiting lists for the latest celebrity make up range or designer trainer collaboration are the norm in 2019.
But a plain black nylon and leather backpack has bucked the trend, gaining a waiting list of more than 9,000 eager people desperate to get their hands on it.
It is almost brutally minimalist, featuring a stark black, navy or grey exterior, padded shoulder straps and several discreet compartments.
So what makes this seemingly bland backpack so desired that people are willing to wait months to get hold of one?
Firstly, the name. The backpack is by Away, a designer luggage company beloved of celebrities from Karlie Kloss to the Duchess of Sussex.
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This plain black nylon and leather backpack has a waiting list of more than 9,000 eager people - thanks in no small part from unofficial endorsement from the Duchess of Sussex
The Duchess of Sussex, pictured in New York last month, is believed to be a fan of the celebrity-loved luggage brand after suitcases were seen being loaded into her baby shower
In fact, Meghan Markle is understood to have gifted attendees of her lavish baby shower in New York with a £445 'Alchemy' aluminium travel case each, after dozens of the chic carry-on cases were spotted being unloaded in to the Mark Hotel shortly before the festivities began.
Secondly, the backpack sports some rather special features. It has a roomy interior, with three main zippered compartments, a cushioned pocket that fits a 15” laptop, and external water bottle pocket that easily zips flat.
Away is a multimillion pound company that counts the likes of Jessica Alba, Mandy Moore, Karlie Kloss and Rashida Jones among its A-list clientele.
Travel experts Steph Korey and Jen Rubio co-founded the luggage brand, which recently collaborated with Suki Waterhouse's accessory brand on a line of pink suitcases.
The Duchess of Sussex is rumoured to have gifted attendees of her lavish baby shower in New York with a £445 'Alchemy' aluminium travel case each from the Away luggage brand
The bag is almost brutally minimalist, featuring a stark black, navy or grey exterior, padded shoulder straps and several discreet compartments
Steph and Jen previously told FEMAIL how they began their design process with a lot of market research, to ensure that they would make a product consumers wanted.
'We surveyed hundreds of travelers to figure out what would really make their travel experience as seamless as possible,' said Steph.
They specialise in lightweight and durable suitcases that feature 360-degree spinner wheels that make it easier when running to catch your flight.
The cases also boast a built-in battery that can recharge your phone, tablet or laptop up to five times with a single charge. You can even monogram your case to spot it in any situation.
The duo knows that luggage is a big-ticket purchase so 'to ensure our customers love the products, we have a 100-day trial, and a lifetime warranty,' said Steph.
'Because we’re a direct-to-consumer brand, we are able to offer a more affordable price point than other suitcases of similar quality.'