Rihanna has joined forces with German luggage brand RIMOWA to launch the Never Still collection, which includes backpacks, tote bags, and cross body bags.
Never Still aims to capture how travel contributes to the building of a legacy, with a particular focus on the changing landscape of travel in a new era of movement.
The Barbadian singer/songwriter turned fashion mogul stars in a campaign video which examines her 'own shift towards a more thoughtful approach to travel' following the pandemic, and the pop star shared images from the campaign on Instagram, showcasing some of the new products from the collection, and posted 'never still. @rimowa #RIMOWA'.
Rihanna, who directed her film alongside videographer Gary Sorrenti, is captured in a desert with a campervan. Her story revolves around her transition to a quiet lifestyle during the pandemic saying, “When everything is minimised, you see what’s important,” at one point during the video.
Within the campaign, items from the label’s recent Never Still collection are also featured, including a crossbody and an oversized tote, that aren’t strictly considered travel bags. Also featured are a number of Rimowa’s staple luggage styles, including its classic hardshell suitcase with aluminium details and leather handles.
Since its acquisition takeover by luxury conglomerate LVMH in 2016, the luggage company has continued to develop itself into a high-end travel leader, with this celebrity-packed campaign only further highlighting its strategy.