Michael Rider makes his debut at Celine with a vibrant campaign, breathing new life into the iconic Luggage bag that is already winning over international celebrities.
Unveiled under the lens of Zoë Ghertner, Rider’s first campaign steps away from Slimane’s sombre minimalism, embracing colour, sunlight and an unexpected detail: a curved zip on the new New Luggage line, designed to mimic a smile.
The launch coincides with the arrival of Rider’s first designs in stores from 26 September, with global distribution across Europe, the United States, China, Korea, Japan and Southeast Asia. The full collection—featuring sharp jackets, refined coats and striking black dresses—will reach boutiques by mid-November.
A former member of Phoebe Philo’s era at Celine and ex-creative director of Polo Ralph Lauren, Rider fuses the best of both traditions with his own distinct vision. The Luggage bag, originally created in 2010 by Philo and elevated to cult status, now returns in updated versions: oversized silhouettes, citrus and oxidised blue palettes, and luxurious materials including glossy lambskin, suede calf and Porosus crocodile.
Anticipation is running high as figures such as A$AP Rocky, Julia Roberts and Meryl Streep have already been spotted carrying the reinvented icon, cementing its status as a must-have piece. With this campaign, Michael Rider sets a fresh, sophisticated course for Celine—one that promises as much for the future as it honours its storied past.
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