Rihanna As New Face of Rimowa Looks Beyond Suitcases Campaign
Rihanna stars in new campaign for LVMH owned luggage brand, based out of Germany, Rimowa.
Hi, I'm Jeanel Alvarado! I have over 15 years of…
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.
Hi, I'm Jeanel Alvarado! I have over 15 years of expertise as a Marketing Manager, E-Commerce Strategist and Retail Consultant. I track, evaluate and forecast data-driven market trends, shopping habits and help develop retail strategies to drive customer acquisition and sales. With my Bachelor of Commerce Degree in Marketing, minor in Real Estate and my life experience as former Senior Managing Director at the University of Alberta School of Business, School of Retailing. My insights have been featured in TIME, Entrepreneur, Nasdaq, Shopify, US Chamber of Commerce, HubSpot, US News, The Sun, Glossy, Betches, AftoTech, Footwear News, Luxury Daily, BestLife, Pissed Consumer, LuxePack, Consumer Affairs, The Daily Wire, The Current, GoBanking Rates, Bustle, Colliers’s Retail:Recorded podcast, and many more!