RIMOWA has released its new campaign, starring Rihanna, LeBron James, Patti Smith and Roger Federer. The eclectic group of celebrities have been enlisted to showcase the brand’s new collection ‘Never Still’ and share their personal connections with travel.
The collection features RIMOWA’s signature crossbody bag in multiple new colours, tote and messenger bags along with the classic trunks and luggage in black and aluminium. Along with the campaign images, each celebrity made a film exploring how travel has changed for them during the pandemic.
Rihanna’s self-directed tape discusses her solitary and still lifestyle throughout lockdown, whilst Patti Smith returns to New York in an ode to the city’s resilience. The latter, set to Smith’s purpose-written poem, explored how lockdown led to creative freedom by utilising her imagination. However, the sentiment of all is clear: the stars in RIMOWA are happy to return to some semblance of normality.
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Since its takeover by luxury group LVMH in 2016, the luggage company has continued to develop itself into a high-end travel leader, with this artistic and culturally relevant campaign only further highlighting this strategy.
The collection ranges from $1,260 USD to $1,730 USD and is available on the RIMOWA website.
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