Global megastar Rihanna has joined forces with luxury German luggage brand RIMOWA to launch the Never Still collection.
Defined by its use of premium materials and distinctive design cues, the Never Still collection, made up of backpacks, tote bags, and cross body bags, draws upon a rich history of rethinking the look and feel of travel. The result is a selection of mobility essentials that are engineered to meet the needs of the contemporary traveller.
The collections highly stylised campaign consists of four individual films, each designed as a creative exploration of how travel has changed amidst the pandemic, and sees Rihanna, along with stars including NBA superstar LeBron James, tennis champ Roger Federer, and music legend Patti Smith, detail her own personal travel perspective post lockdown.
Set to the cinematic sounds of a specially curated score produced by Jamie xx, and a poem written and narrated by Patti Smith, the films are shot by Gary Sorrenti.
Never Still | A New Era of Travel
“Inspired by the seismic global changes of the past two years, the ‘Never Still’ campaign’s narrative probes important questions about the new role that travel will play in all of our lives.“ CEO at RIMOWA, Hugues Bonnet-Masimbert said in a press statement. “As we look to the future, we follow the example set by our four icons, who have each used this period of pause to recalibrate 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 next chapter.”
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