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Seven-time Formula One World Champion, Sir Lewis Hamilton, has starred in RIMOWA’s latest campaign, “Never Still.” Directed by Daniel Wolfe and Elliott Power, in partnership with creative agency Anomaly, Hamilton is featured alongside pop singer, songwriter, and producer Jay Chou and global superstar Rosé.
While no new products have been announced as part of the new campaign, it reaffirms RIMOWA’s commitment to combining precision engineering and storytelling with a lifetime guarantee on all of its suitcases. The RIMOWA Original Pilot (AUD$2,260), Classic Cabin (AUD$2,100), and Original Cabin (AUD$2,100) are the product focus, and the German Maison also takes this opportunity to showcase it’s collection of accessories, including the cute Roscoe sticker on the Hamiltons Original Pilot.
“It’s a real privilege to be able to travel and to see different places,” said Sir Lewis Hamilton on the campagin. “You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself. Just always moving forwards, one foot in front of the other.”
The portraits above are shot by Johnny Dufort, who Vogue called “The Most Interesting New-Generation Photographer,” in a 2018 profile. Here, his photographs capture the enduring connection between traveller and companion. Here’s what other two stars had to say about the campaign.
“Every journey helps me see the world in a new way,” said Jay Chou. “It’s a chance to shape who I am and what I create. That’s why I keep going, I know I’ll come back a little bit wiser.”
“Every journey I take leaves a lasting impact,” said Rosé. “Travelling the world only makes me realise just how much more there is to explore.”
Meanwhile, Emelie De Vitis, Senior Vice President Product & Marketing at RIMOWA added: “Durability and emotion have always been at the core of RIMOWA—in how our products are made and in the stories they carry. By continuing to follow our trusted icons along their own journeys, we’re reminded of how purposeful travel can shape us, inspire us, and stay with us for a lifetime.”
