In a bid to redefine travel in the aftermath of the Covid-19 pandemic, luxury luggage brand Rimowa, owned by LVMH, has launched a star-studded campaign titled “Never Still.” The campaign features global superstar Rihanna, iconic artist Patti Smith, pro basketball player LeBron James, and top tennis player Roger Federer. Developed in partnership with creative agency Anomaly Berlin, the campaign comprises four individual videos and a hero film, with voiceover by Patti Smith and music by British DJ Jamie XX.
The videos showcase the celebrities using Rimowa’s signature ridged, aluminium suitcases in various destinations, highlighting the brand’s commitment to mobility. Rihanna is also seen with a messenger bag from Rimowa’s Never Still collection, which was introduced last year and includes a range of “mobility essentials.” The choice of these four celebrities is purposeful, as each of them has reimagined their own relationship with travel amidst the disruptions caused by the ongoing health crisis.
Alongside its suitcases, Rimowa’s Never Still collection also offers an array of briefcases, backpacks, and totes, representing the brand’s expansion into different travel accessories. The collection features Rimowa’s renowned ridge pattern, symbolizing the brand’s ambition to go beyond traditional luggage.
Rimowa CEO Hugues Bonnet-Masimbert believes that travel will assume a new role in people’s lives in light of the global changes of the past two years. He emphasizes how the four icons featured in the campaign have utilized this period of pause to reassess their travel expectations and experiences, and create something more meaningful. Rimowa has always advocated for purposeful travel, and this value becomes even more significant as the world enters a new chapter.
Established in 1898 and acquired by LVMH in 2016, Rimowa has solidified its position as a renowned luxury luggage brand. It has garnered a loyal following of celebrities such as Gwyneth Paltrow, Cara Delevingne, and Kim Kardashian. The brand has also collaborated with prestigious labels including Dior, Moncler, Off-White, and Supreme.
For more information on Rimowa and its luxury luggage offerings, visit their official website here. To explore the Never Still campaign and watch the videos, visit Rimowa’s YouTube channel here.
