Rosé, Jay Chou and Lewis Hamilton personalise their journey in Rimowa’s new campaign

Rosé, Jay Chou and Lewis Hamilton explore the emotional value of travel in Rimowa’s new global campaign.

Three global icons, three suitcases marked by unique experiences. Rosé, member of Blackpink, Formula 1 driver Lewis Hamilton, and Taiwanese singer Jay Chou star in Rimowa’s latest campaign, which celebrates the power of travel and personal expression through something as simple – and symbolic – as a sticker on a suitcase.

Under the tagline Never Still, the campaign highlights the stories behind every dent, every scratch and every sticker on the brand’s iconic aluminium suitcases. Rosé, who is preparing for a new world tour, reflects that “travelling helps me realise how much there is left to discover.” Jay Chou, meanwhile, reveals his love of tennis with a sticker of crossed racquets and says each destination fuels his creativity. Hamilton, whose latest collection for Dior was inspired by a trip to Africa, states that “stepping outside your comfort zone is the true luxury of travel.”

With content across digital, print and outdoor media, the campaign also pays tribute to luggage with a story. Because, as Rimowa says, durability only becomes meaningful when it turns into emotion.