"Every journey helps me see the world in a new way," starts Jay Chou in his cinematic clip for the latest RIMOWA Never Still campaign. That line in itself captures the campaign's mantra pretty well: "No one builds a legacy by standing still".
The fifth chapter of RIMOWA's Never Still is a continuation into the brand's exploration into purposeful travel, personal evolution, and the pursuit of progress. For this chapter specifically, RIMOWA focuses on its steely (or should we say, aluminium-y) commitment to craftsmanship, individuality, and the stories that emerge from movement. Never Still isn't just about the thrills of travelling and exploring different countries, but rather, it's the ethos of constantly improving and evolving.
And who better to front this latest chapter than RIMOWA's three ambassadors, known worldwide for their passion and dedication to their crafts as well as the constant drive for excellence in their respective fields. Joining the King of Mandopop is Seven-time Formula One World Champion Lewis Hamilton, and global superstar Rosé. All three reveal snippets about how travelling is an almost essential part of their being, and as Hamilton puts it, "It’s a real privilege to be able to travel and to see different places. You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself."
The campaign also offers a peek into the three's well used and well travelled aluminium RIMOWA suitcases. Not only are they beautifully dented as marks signifying the countless number of journey they've been on, they're also adorned with stickers that reflect each of their personalities. Chou's features a tennis sticker that's a nod to his favourite sport, Hamilton has a Roscoe sticker on his suitcase in order to immortalise the close bond shared with his beloved bulldog, while Rosé's stickers are tributes to her new album. They're personal embellishments, yes; they also add more meaningful touches to an accompaniment that's present throughout every journey.
Rosé puts it best in her clip, declaring, "Travelling the world only makes me realise just how much more there is to explore." And of course, it's something you wouldn't be able to discover if you're standing still.
