The brand’s series links its classic aluminum cases to bigger conversations on identity and progress, making a stylish case for purposeful travel.
Featuring Rosé, Jay Chou, and Lewis Hamilton, RIMOWA’s latest Never Still campaign eschews overt opulence in favor of nuanced narratives that reflect each individual’s journey. A legacy brand dating back to 1898, the German luggage house has always sold the romance of the journey as much as the suitcase, and now they’re doubling down. The tagline threading their stories, “No one builds a legacy by standing still,” lands as a pointed remark on growth and grit rather than just glamour.
The campaign’s strength lies in its ability to weave personal identity with global movement. Rather than presenting a monolithic image of success, RIMOWA highlights the diverse paths its ambassadors have taken. Each star’s short film is shot with a sumptuous, big-budget sheen – underscored by a custom Hans Zimmer score for added gravitas. One moment, we see Chou navigating the vibrant streets of London and turning ambient city noise into an impromptu musical duet at St. Pancras station, a scene that literalizes travel as creative fuel. In another, Rosé glides through a sleek high-rise lobby, her suitcase adorned with the stickers of Paris, London, New York, Tokyo which speaks to a life in perpetual motion. Hamilton’s segment finds him striding down an empty urban street in head-to-toe black, then pausing in a quiet interior space with a contemplative gaze. The contrast suggests that for this restless achiever, travel isn’t just about the adrenaline of new locales but the still moments in between, where perspective shifts.
Together, they turn “Never Still” into a statement on contemporary cosmopolitanism. The campaign celebrates movement as a state of mind – a journey of becoming. Even the notion of “home” is up for reinvention. As Rosé muses in her segment, constant travel has taught her that home is less a place and more “a state of mind… a collection of memories, experiences and people” that ground her wherever she goes. By spotlighting personal reflections like these, RIMOWA’s luxury storytelling veers into genuinely thoughtful territory, linking the idea of high-end luggage with self-discovery and global citizenship.
