Over the years, RIMOWA has forged partnerships with illustrious personalities who embody a relentless pursuit of personal growth, with travel playing a crucial role in their stories. This year’s campaign represents a seamless evolution in the brand’s narrative and speaks profoundly to those who see travel as a path to personal development and a gateway to inner metamorphoses.
The fourth iteration of the series, Never Still, brings forth the captivating stories of a newly assembled circle of global icons, all of whom embody a progressive approach to travel. At the helm is the phenomenal Sir Lewis Hamilton, a titan in the world of Formula 1 racing. Throughout his long career, Hamilton has embraced the rich web of cultures and experiences that global travel provides, continuously drawing inspiration and personal growth from his travels.
Reflecting on his perspective, Hamilton notes: “I’ve spent my entire career travelling around the world and those experiences have shaped who I am both as a driver and as a person. It’s only through seeing new places and perspectives that I’ve really learned to challenge my mindset and embrace the infinite possibilities the world offers. Home is where I reflect, but traveling really inspires me.”
In this campaign, Hamilton is joined by Blackpink member and K-pop superstar Rosé, who offers a refreshing take on the concept of home in the context of purpose-driven travel. She reflects: “Travelling has allowed me to expand my meaning of home. As travel has become an integral part of my life, I have realized that home has become more of a state of mind than a specific place. It’s a collection of memories, experiences, and people that offer a sense of belonging.”
The campaign will be further enriched by the spirited football sensation Kylian Mbappé, who is revered for his transformational influence both on and off the pitch, especially among youth worldwide. He says: “When you travel, you see different kinds of lives and you learn a lot. I’ve met amazing people I never thought I’d meet in my life.”
This eclectic group of global icons share progressive views and meaningful travel experiences that create waves of positive change and inspire movement both personally and on a larger scale. The acoustic landscape of the campaign will be designed by renowned composer Hans Zimmer, who is collaborating with RIMOWA for the second time this year. Zimmer adds a dash of German glamour to the campaign, creating unique soundtracks for each of the four films that capture the campaign’s inspirational ethos – a call to cross the globe and be deeply influenced by it.
