Rihanna stars in new campaign for LVMH owned luggage brand, based out of Germany, Rimowa. The German company, founded in 1898 by Paul Morszeck, has been focusing on expanding its product offerings and attracting younger generations by collaborating with popular celebrities and designers.
The “Never Still” campaign, launched in September 2021, features Rihanna alongside other prominent figures such as NBA superstar LeBron James, tennis champion Roger Federer, and music legend Patti Smith. This campaign is part of Rimowa’s strategy to evolve into a luxury lifestyle brand under the ownership of LVMH. CEO Hugues Bonnet-Masimbert expressed the company’s desire to change people’s perception of their suitcases from merely being beautiful containers to something that reflects the traveler’s identity.
Rimowa has previously collaborated with various brands and designers, including Dior, Moncler, Supreme, Off-White, Ambush, and Fendi, to reinterpret their iconic aluminum suitcase. The “Never Still” collection, first introduced in 2020, includes not only the classic aluminum suitcases but also backpacks, shoulder bags, and tote bags, catering to the needs of modern travelers.
The campaign consists of four individual films, each exploring the personal travel perspectives of the featured celebrities amidst the pandemic. Rihanna’s film, directed by herself and shot by Gary Sorrenti, showcases her solitary and still lifestyle since the pandemic began. Patti Smith’s video, on the other hand, pays tribute to New York City’s resilience during the challenging times, featuring her poem “Never Still,” written specifically for the campaign.
The “Never Still” collection offers a range of stylish and functional bags, such as the Crossbody Flap Bag, Tote Bag, and Messenger, designed for those who are always on the go. These products represent Rimowa’s move towards other product categories beyond traditional travel luggage.
As the new face of Rimowa, Rihanna brings her unique style and influence to the brand, helping it reach a wider audience and solidify its position as a luxury lifestyle brand. With this collaboration, Rimowa aims to redefine travel and offer products that cater to the evolving needs of modern travelers.