Rosé, Lewis Hamilton and Kylian Mbappé star in Rimowa’s latest campaign – WWD

Packed with celebrities: German luggage maker Rimowa has cast its latest campaign with celebrities who are always on the move: Blackpink member Rosé, Formula 1 champion driver Sir Lewis Hamilton and French soccer player Kylian Mbappé.

Running in cinemas, digitally, outdoors and in print media on Thursday, the commercials center around short films showing the three stars packing, rolling and loading their Rimowa suitcases. Hans Zimmer, who won an Oscar in 2021 for composing the soundtrack to Dune, provided bespoke music for all, including an anthemic branded film starring all three stars.

According to Rimowa, the tone of the campaign is one that “urges you to move around the world and be moved by it.”

Launched in partnership with agency Anomaly London, the campaign seeks to “show a more personal, human side of the global icons, accompanying each of them on the journeys that move them and showing not just where they travel, but why. “

According to Rimowa CEO Emelie De Vitis, senior vice president, product and marketing, the importance of travel continues to evolve post-pandemic and the company has identified a “purposeful travel mindset.”

“We look forward to what post-pandemic travel means, as a journey to progress,” she added.

This is Rimowa’s fourth campaign under the motto “Never Still”, exploring the idea of ​​travel as a “catalyst for inner transformation”.

“Home is where I think, but travel really inspires me,” Hamilton mused.

Lewis Hamilton in the Rimowa campaign.

Chris Rhodes

The seven-time world champion said a lifetime of travel has shaped him: “It was only by seeing new places and perspectives that I really learned to question the way I think and to embrace the endless possibilities the world holds.”

Rosé said traveling helps her expand her meaning of home. “As travel has become an integral part of my life, I’ve realized that my home has become more of a state of mind than a specific place. It’s a collection of memories, experiences and people that give a sense of belonging,” she explained.

Blackpink’s Born Pink World Tour, which kicked off last November, is scheduled to conclude in Seoul on September 17th.

Meanwhile, Mbappé said he sees travel as a window into “different kinds of lives, and you learn a lot. I’ve met amazing people I never thought I’d meet in my life.”


Kylian Mbappe

Chris Rhodes

Previous Never Still campaigns – which launched in 2018 – have starred Rihanna, LeBron James, Roger Federer, Kim Jones and Patti Smith, among others. Rosé, Lewis Hamilton and Kylian Mbappé star in Rimowa’s latest campaign – WWD

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