Lewis Hamilton Features in RIMOWA's "Never Still" Campaign

Seven-time Formula One World Champion, Sir Lewis Hamilton, is featured in RIMOWA's recent campaign, "Never Still." Directed by Daniel Wolfe and Elliott Power, in collaboration with the creative agency Anomaly, Hamilton is showcased with pop singer, songwriter, and producer Jay Chou and international sensation Rosé.

No new goods have been introduced in the latest campaign; nonetheless, it reiterates RIMOWA's dedication to merging precision engineering with narrative, accompanied by a lifetime warranty on all luggage. The RIMOWA Original Pilot (AUD$2,260), Classic Cabin (AUD$2,100), and Original Cabin (AUD$2,100) are the primary products, while the German Maison also highlights its accessory line, like the charming Roscoe sticker on the Hamiltons Original Pilot.

“It is a genuine privilege to travel and experience diverse locations,” stated Sir Lewis Hamilton regarding the campaign. “You gain profound insights into your own character.” It mostly involves reinvention, extricating oneself from familiar circumstances, and confronting personal challenges. Continuously progressing, placing one foot before the other.

Image: Supplied/ RIMOWA

The portraits above were captured by Johnny Dufort, whom Vogue designated as “The Most Interesting New-Generation Photographer” in a 2018 article. His images depict the lasting bond between traveler and companion. Here is the commentary from the other two stars regarding the campaign.

Image: Supplied/ RIMOWA

“Each journey enables me to perceive the world from a novel perspective,” stated Jay Chou. “It is an opportunity to define my identity and my creations.” That is why I persist; I am aware that I will return with increased wisdom.

“Each journey I undertake has a profound effect,” stated Rosé. “Traveling the globe only underscores the vastness of what remains to be discovered.”

Emelie De Vitis, Senior Vice President of Product & Marketing at RIMOWA, stated: “Durability and emotion have consistently been fundamental to RIMOWA—in the manufacturing of our products and in the narratives they embody.” By persistently seeing our esteemed figures on their respective adventures, we are reminded of the profound impact intentional travel may have on our personal development, inspiration, and lasting memories.