Cover Rimowa has officially unveiled the fifth chapter of its global campaign Never Still—a tribute to those in constant motion, exploring the world while shaping their identities, accompanied this season by Rosé, Hamilton and Jay Chou
Rimowa has officially unveiled the fifth chapter of its global campaign Never Still—a tribute to those in constant motion, exploring the world while shaping their identities, accompanied this season by Rosé, Hamilton and Jay Chou
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Rimowa’s latest campaign chapter continues its homage to individuals who are forever on the move, not just traversing the globe but also redefining themselves along the way.
On 15 May in Cologne, Rimowa marked the official launch of the fifth chapter in its ongoing Never Still campaign—celebrating those whose journeys are as much about self-discovery as they are about travel.
Rosé, Lewis Hamilton and Jay Chou—three global icons, each distinct in their expression, yet all united by a shared spirit of never standing still. Together with Rimowa, they bring to life this evocative new chapter, offering a candid glimpse into their personal paths and the authenticity behind their momentum.
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Above Jay Chou and Rimowa (photo: Rimowa)
Jay Chou and Rimowa (photo: Rimowa)
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Echoing Rimowa’s enduring spirit of resilience and boldness, this year’s campaign draws once again on the presence of three cultural powerhouses: Rosé, Lewis Hamilton and Jay Chou. They represent different voices within a common ethos—restless, fearless, ever-evolving.
Above Rosé and Rimowa (photo: Rimowa)
Rosé and Rimowa (photo: Rimowa)
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Their stories unfold not just in front of the camera, but through heartfelt narratives—moments of introspection, shifts in perspective, and the quiet significance of life’s seemingly small experiences. “The more I travel, the more I realise how much I have yet to learn,” Rosé reflects. “Each journey leaves its trace.” For Jay Chou, travel feeds creativity and rekindles his first loves. Hamilton, meanwhile, sees stepping beyond comfort as a way to renew, to press forward.
Above Lewis Hamilton and Rimowa (photo: Rimowa)
Lewis Hamilton and Rimowa (photo: Rimowa)
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Directed by Daniel Wolfe and Elliott Power, the campaign moves beyond polished visuals. It reveals unspoken emotions often hidden behind public lives. Each icon is featured in two short films: one intimate and behind-the-scenes, the other a lyrical look at their suitcase—a keeper of mementoes, a storyteller in itself.
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Above Each mark a moment, each surface quietly bearing witness to a life in motion (photo: Rimowa)
Above Each mark a moment, each surface quietly bearing witness to a life in motion (photo: Rimowa)
Each mark a moment, each surface quietly bearing witness to a life in motion (photo: Rimowa)
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At the heart of the campaign are three classic Rimowa aluminium suitcases—scuffed, stickered, and storied. Jay Chou’s tennis motifs, Rosé’s album imagery, Hamilton’s nod to his dog Roscoe—each mark a moment, each surface quietly bearing witness to a life in motion.
Above These aren’t just travel companions; they’re part of the narrative (photo: Rimowa)
These aren’t just travel companions; they’re part of the narrative (photo: Rimowa)
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More than a celebration of enduring craftsmanship, Rimowa’s Never Still is a poignant reminder that luggage can become an extension of self. These aren’t just travel companions; they’re part of the narrative—a reflection of lives defined not by destination, but by the journey itself.
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