RIMOWA unveils the fifth chapter of its ‘Never Still’ campaign featuring three global icons: Jay Chou, Lewis Hamilton and Rosé.
Timeless elegance. That’s what comes to mind when we think of RIMOWA. In its latest chapter of the ‘Never Still’ campaign, the German Maison pays tribute to the art of wanderlust by exploring personal evolution and the stories that unfold through movement.
With RIMOWA’s relentless commitment to craftsmanship and individuality, the power of travel is at its core. In this chapter, three captivating voices take control of the narrative. Not only do they embody the spirit of exploration, but each offers insight honed from years on the road.
Multi-talented Mandopop sensation Jay Chou captures the essence of creativity that flourishes with every journey. “Every journey helps me see the world in a new way. It’s a chance to shape who I am and what I create. That’s why I keep going, I know I’ll come back a little bit wiser,” he says in a statement.
As for seven-time Formula One World Champion Lewis Hamilton, he embodies quiet resilience as he faces different challenges with wisdom. “It’s a real privilege to be able to travel and to see different places. You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself. Just always moving forward, one foot in front of the other.” Highlighting the importance of self-discovery in every journey, he emphasises that actual growth often lies outside our comfort zones.
Then there’s global superstar Rosé, who invites us into her introspective world, sharing how her travels redefine her understanding of home and self. She stated, “Every journey I take leaves a lasting impact. Travelling the world only makes me realise just how much more there is to explore.”
While these three voices give us a glimpse of their story, the iconic RIMOWA aluminium suitcases tell their own tale, too. At the heart of this campaign are the sleek suitcases, which embody symbols of travel and transformation, bearing the marks of adventure. Each scuff, dent, and sticker tells a story–a visual diary of adventures and lingering memories. Personalised touches, like Chou’s tennis sticker (a nod to his favourite sport), Rosé’s tribute to her new album and Hamilton’s Roscoe (his beloved bulldog) sticker, breathe life into their aluminium suitcase.
To capture the intricate moments that inspire a sense of adventure, RIMOWA collaborated with the creative agency Anomaly and the visionary duo and directors Daniel Wolfe and Elliot Power. At the same time, Photographer Johnny Dufort brings the beauty of the campaign film to life through stunning visuals, seamlessly illustrating the enduring bond between travellers and their trusted companions.
As the world opens its arms for exploration once more, RIMOWA stands boldly by your side–ready for every adventure, every moment, and every story that has yet to be written.
