Rihanna Is The Face Of RIMOWA In New Campaign
Featuring an original poem titled 'Never Still', the visual also features Patti Smith, Lebron James and Roger Federer.
Luxury travel brand RIMOWA have launched a brand new star-studded campaign, featuring the likes of Fenty creative director Rihanna, punk rocker Patti Smith, tennis pro Roger Federer and basketball champ LeBron James.
Entitled ‘Never Still’, the visual presentation features an original poem recited by Patti Smith exploring the theme of travel as well as looking to the future.
“Inspired by the global seismic global changes of the past few years, the campaign’s narrative probes important questions about the new role that travel will play in our lives,” according to a statement by CEO Hughes Bonnet-Masimbert. “As we look to the future, we follow the example set by our four icons, who have each used this period of pause to reset their expectations and experiences of travel into something even more meaningful. RIMOWA has always believed in purposeful travel, a value that carries even more importance today as we move into this exciting chapter.”
Directed by Gray Sorrenti, the video features each of the celebs exploring what travel means to them while showing off selections from the brands’ range of suitcases and travel bags. Rihanna, seen sporting a striking red Essential Cabin bag in promotional stills, had this to say on the importance of travel to her: “When everything is minimized you see what’s important.”
Check out ‘Never Still’ here.