Rihanna Joins in on Rimowa’s Newest Campaign

Rihanna and Lebron James become the newest faces of Rimowa’s campaign for their “Never Still” collection.

Sep 17, 2021 | By Sarah Ridzwan
rihanna rimowa
Image: Rimowa

Rihanna and Patti Smith join the likes of Lebron James and Roger Federer to become the new bold faces of Rimowa’s “Never Still” campaign which debuted yesterday (September 16).

The campaign is for the German luxury brand’s collection “Never Still”, which features products such as backpacks, crossbody bags, and tote bags. The campaign consists of four individual films designed as a creative exploration of how the pandemic has changed the travelling landscape. Each film follows the personal travel perspectives of the four ambassadors.

All of their individual videos are available to view on Rimowa’s website.

Rihanna’s video was directed by herself and shot by Gary Sorrenti. It showcases her solitary lifestyle during the pandemic. Rihanna was also once spotted at the airport with a limited edition Rimowa x Off-White Cabin Multiwheel suitcase, designed by Virgil Abloh.

Rimowa campaign video featuring all four celebrities.

Smith’s video is dedicated to New York City’s resilience throughout the last year with shots of Fifth Avenue and Jimi Hendrix’s Electric Lady Studios The artist also wrote a poem for the campaign. 

The “Never Still” collection heralds the brand’s efforts to offer more than luggage and suitcases it’s most known for. Much like the theme of the campaign, the shift is because of the ever-changing travel outlook due to the pandemic. The collection aims to meet the needs of contemporary travellers. While not being a traditional luxury brand, it has made itself known in the high fashion industry with collaborations with Dior and Moncler.

Rimowa isn’t the only one appointing new ambassadors for their campaigns, Bvlgari recently named Chinese actor Yang Yang its latest brand spokesperson after Kris Wu found himself embroiled in rape allegations. Kpop star, Lisa of Blackpink has also been appointed the brand’s global ambassador and recently starred in Bvlgari’s high jewellery collection alongside Zendaya.

Elsewhere in the watch industry, Italian luxury watchmaker Panerai welcomed Chinese actress Dilraba as their first-ever female global brand ambassador. 

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