05 Jun 2025
Since 1898, RIMOWA has crafted more than luggage—it has created companions for life’s journey. Now, with the launch of the fifth chapter in its acclaimed Never Still campaign, the German Maison returns with a cinematic celebration of movement, reinvention, and the emotional resonance of purposeful travel. Leading the narrative are three global icons: Jay Chou, Rosé, and Lewis Hamilton—each offering a distinct voice shaped by years of personal and creative evolution on the road.
For Mandopop superstar Jay Chou, travel has become a muse. Whether on tour or off-stage, his curiosity fuels both his art and inner growth. “Every journey helps me see the world in a new way. It’s a chance to shape who I am and what I create,” he shares. His RIMOWA case—personalised with a tennis sticker—offers a glimpse into the artist’s private world, and the quiet rituals that inspire him.
Global music sensation Rosé brings an introspective lens to the campaign. In between cities and stages, she reflects on the nature of belonging and discovery. “Every journey I take leaves a lasting impact,” she says, her suitcase marked by a tribute to her upcoming album—a personal symbol of expression that travels with her.
Seven-time Formula One World Champion Lewis Hamilton embodies the resilience earned from a life spent pushing boundaries. “You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself,” he explains. His case, adorned with a Roscoe sticker—a nod to his beloved bulldog—evokes both loyalty and the grounding power of home.
Directed by Daniel Wolfe and Elliott Power in collaboration with creative agency Anomaly, the campaign balances cinematic scale with human intimacy. Johnny Dufort’s emotive portraits of each icon are quiet yet powerful, capturing not just faces but feelings—the pauses between destinations, the thoughts sparked in solitude, the essence of modern travel.
At its core, Never Still is a tribute to the enduring spirit of movement. With RIMOWA’s iconic aluminium suitcases as trusted witnesses, every dent, sticker, and scuff becomes a chapter in a story still being written. Discover more at rimowa.com.
