It could be because people need their hands free to be on their mobiles, or because they don't want to mess up their shoulders or back. Or it could simply be because they want all their belongings neatly organised. Either way, they are going crazy for this Away backpack for a reason.
The (aptly named) Backpack style was originally launched last summer, but sold out quickly, with Away telling me it's been the most in-demand product in the line, with more than 9,000 people joining the waitlist for it.
Shop now: The Backpack for £195 from AWAY
Now it's available once more online and in-store, in three classic colours: navy, black and dark grey. It's easy to see the draw: if you're a tidy person, it's the dream.
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.
You can carry it as it is, or slot it on top of your carry-on suitcase, which is ideal if you're a frequent traveller. Judging by how quickly this sold out last time, you might want to jump on this one.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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