Rihanna As New Face of Rimowa Looks Beyond Suitcases Campaign

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…