- RIMOWA reveals the latest instalment of its ongoing Never Still campaign, celebrating ambassadors Lewis Hamilton, Rosé, and Jay Chou and the suitcase stickers they’ve collected on their travels.
- The RIMOWA Never Still campaign also reveals the suitcases of choice for each of the ambassadors, including the Original Cabin, Classic Cabin, and Original Pilot luggage pieces.
- It’s the fifth chapter of the campaign, which has previously starred the likes of Rihanna, LeBron James, Roger Federer, and Kim Jones.
It’s worth remembering that while the superstar lives of Lewis Hamilton, Rosé, and Jay Chou are enviable from almost every angle, all three of them are almost constantly away from friends and family as they travel the world.
For the latest instalment of the RIMOWA Never Still campaign, this transitory existence is firmly in the spotlight, not only revealing the luggage choices of the aforementioned brand ambassadors, but also providing a window into their lives through the suitcase stickers they’ve collected along the way.
At the core of the campaign, the German luggage brand continues to explore the intersection of movement, personal evolution, and connection. Lewis Hamilton, Rosé, and Jay Chou all reflect on how travel has shaped their lives, creativity, and resilience, all while sporting their bespoke RIMOWA suitcases.
Formula 1 legend Lewis Hamilton embodies the quiet strength that travel has instilled in him, with a suitcase that arrives complete with a playful sticker of Roscoe, his beloved bulldog, his F1 race number 44, and destinations from around the world, including London, Brazil, and Africa.
“It’s a real privilege to be able to travel and to see different places,” Hamilton revealed in a statement. “You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself. Just always moving forward, one foot in front of the other.”
Meanwhile, Rosé, preparing for Blackpink’s world tour, reflects on the evolving notion of home and self-discovery, captured through her thoughtfully curated sticker collection. Included on her suitcase exterior is a sticker of the Korean Sam-Taeguk symbol that represents heaven, earth, and humanity, and one of Australia, where she grew up.
“Every journey I take leaves a lasting impact. Travelling the world only makes me realise just how much more there is to explore,” she explains.
And then there’s Jay Chou, whose suitcase proudly displays a tennis racket sticker in a nod to his love of the sport and a sticker of an abstract artwork titled Mondrian Formations (also the album artwork of Lithuanian folk musician Žemyna Trinkūnaitė).
“Every journey helps me see the world in a new way,” he says. “It’s a chance to shape who I am and what I create. That’s why I keep going, I know I’ll come back a little bit wiser.”
Shot by renowned photographer Johnny Dufort, the RIMOWA Never Still campaign captures the emotional texture of travel, where RIMOWA’s iconic aluminium suitcases are not just objects but companions in every step of the journey. Whether it’s a world tour or a Formula 1 season, RIMOWA proves that, with the right luggage, the journey is just as important as the destination.
