Yet more proof that there’s seemingly no end to the breadth of star power that RIMOWA (read: LVMH) may bring to bear, the segment-leading German luggage brand has just announced its partnership with three new “global icons” — most notably of all, Sir Lewis Hamilton.
Along with billion-dollar French footballer Kylian Mbappé and K-Pop artist Rosé (better known as the fourth member of supergroup Blackpink), Hamilton has been tapped to front the newest instalment of RIMOWA’s signature ‘Never Stand Still’ campaign.
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One of the most effective and sharply executed artefacts of luxury advertising from the 2020s, the broad thrust is to celebrate the “ceaseless spirit of personal progress”; and how, more often than not, our experiences of travel play a central role.
Straightforwardly dubbed ‘Never Still 4’, the campaign consists of four videos — set to original music by award-winning composer Hans Zimmer — which follow Rosé and Mbappé in Paris, and Hamilton as he travels through Mexico City in the back seat (for a change) of a passenger car.
Notwithstanding his 100+ race wins and his unrivalled influence in motorsport, Hamilton’s environmental and social activism were driving forces for the “open-hearted” imagery at the centre of the latest ‘Never Still’ instalment.
“I’ve spent my whole career travelling the world, and those experiences have shaped who I am as both a driver and a human,” said the 7-time Drivers’ World Champion. “It was only through seeing new places and perspectives that I really learned to challenge my way of thinking, and to embrace the endless possibilities that the world holds.”
One of the NS4 campaign’s cleverest manoeuvres is to hone in on overhead bags and check-in luggage that are already well-established presences in the RIMOWA offering. The distinctive aluminium grooves of the ‘Classic’ and ‘Original’ collections are a recurring sight among the brand’s trio of new celebrity personalities.
For his part, Hamilton was the only well-heeled traveller to be documented holding something without spinner wheels: namely, a suitably on-groove crossbody bag (from the RIMOWA ‘Personal’ collection) that brings the look and feel of suitcase aluminium to a compact frontier.
A touch costume-y? For mere mortals, perhaps. But not if you’re as used as Hamilton to sitting front row come fashion week at the Louis Vuitton and Wales Bonner shows.
