Rimowa, a travel luggage company, has revealed its star-studded new campaign that features a lot of celebrities. Never Still seeks to show how travel can contribute to the building of a heritage, with a special focus on the changing landscape in travel in a new age of movement.
Rimowa explores the relationship of each celebrity to travel through four campaign films. These personal perspectives examine travel in a postcovid spotlight as well as each star’s new experience with movement while adapting back to their normal lives.
Rihanna and videographer Gary Sorrenti filmed the film in a desert setting with a campervan. The story centers on her transformation to a quiet life during the pandemic.
Smith’s film is a tribute to New York City and focuses on Smith’s return to New York after she fled to a beach house during pandemic. Smith’s film features an exclusive soundtrack by Jamie XX. Smith states: “When we couldn’t travel physically, it was a gratefulness for the imagination that allowed me to travel wherever I wanted.” Although I was able write, study, and rethink my priorities, I still longed for action and to be in the moment. Now, I’m grateful to have the opportunity to get back out into the world.
Items from the label’s Never Still collection are featured in the campaign. These items include a crossbody and an over-sized tote that can be used as travel bags but aren’t considered luggage. A variety of Rimowa’s classic luggage styles are also featured, including the hardshell suitcase with aluminum details and leather handles.
The luggage company has grown into a leading luxury travel brand since its 2016 acquisition by luxury conglomerate LVMH. This campaign is just one example of this strategy.