Rimowa presents the fifth chapter of the ‘Never Still’ campaign

Bringing together three global names — Rosé, Sir Lewis Hamilton, and Jay Chou — Rimowa presents the fifth chapter of the Never Still campaign to explore the true purpose of traveling. More than just moving from place to place, the journey becomes a process of personal transformation, where each step, each stop, and experience matters.

With unique stories shaped by years on the road, the protagonists share intimate insights about how traveling has reinvented them. From Jay Chou, who sees the road as a constant stimulus for his creativity, to Lewis Hamilton, whose journey reveals the strength of reinventing oneself outside of the comfort zone. Rosé, in turn, brings a sensitive reflection on belonging, identity, and the lasting impact of each place lived. All these narratives connect to RIMOWA's aluminum suitcases — true visual diaries of a well-traveled life.

Through two short films customized for each protagonist, the campaign reveals a more intimate look at their journeys. The first features spontaneous behind-the-scenes scenes — silent records, genuine exchanges, and moments of introspection that escape the pose and reveal the essence behind the icon. The second delves into the personal collections of stickers affixed to the suitcases — carefully chosen symbols that reflect memories, passions, and the destinations that shaped who they are today. Each sticker is a milestone, a visual fragment of a well-lived life and a reminder of the impact that movement can cause.

Among the highlights are the details that personalize each suitcase as an extension of its owner: the sneaker sticker on Jay Chou's luggage, in homage to his favorite sport; the graphic reference to Rosé's new album, adding layers of meaning to her musical journey; and the image of Roscoe, Lewis Hamilton’s inseparable bulldog, printed on his suitcase as a symbol of affection and belonging. With this, RIMOWA transforms its aluminum suitcases into true logbooks — with subtle dents, faded stickers, and scratches that record stories as unique as those who live them.

The campaign was conceived in partnership with the creative agency Anomaly, and directed by Daniel Wolfe and Elliott Power, with portraits by renowned photographer Johnny Dufort. The aesthetics are deeply cinematic, intertwining movement and stillness as complementary forces, and bringing forth an emotional sensitivity that connects each image to the universal experience of displacement. The filming took place in various locations around the world, with a global network of photographers and filmmakers capturing the intimate texture of each moment — in settings that reflect both the dynamism of travel and the necessary silences between one departure and another.

“Durability and emotion have always been at the center of RIMOWA — both in the way our products are made and in the stories they carry,” says Emelie De Vitis, Senior Vice President of Product and Marketing for the brand. In a time where everything is ephemeral, the brand bets on longevity: with a lifetime warranty and timeless design, their suitcases remain steadfast alongside those who are always seeking more — more connection, more depth, more transformation.

With a presence on digital platforms, print media, and out-of-home, the new chapter of the Never Still campaign reinforces RIMOWA's central message: no matter how far you go — there is a unique value in every path. And for those who understand that traveling is more than reaching a destination, but rather evolving in the process, RIMOWA remains an unwavering companion in every step of the journey.