WELL TRAVELED: Blackpink member Rosé, Formula 1 champion Sir Lewis Hamilton and Mandopop star Jay Chou are the kind of people who are always on the move, their luggage bearing dents and scuffs — and various stickers collected along the way.
All three appear in the latest installment of Rimowa‘s “Never Still” campaign, which breaks on the German luggage-maker’s digital channels Thursday and puts the accent on personalization — and the transformative impact of travel.
“Traveling the world only makes me realize just how much more there is to explore,” muses Rosé, who will soon embark on Blackpink’s latest world tour, which kicks off July 5 in Goyang, South Korea, and winds up on Jan. 18, 2026, in Tokyo.
Chou, a Taiwanese musician who signed on as a Rimowa ambassador last year, reveals that he’s a tennis fan via a crossed-rackets sticker on his aluminum suitcase, and confesses that travel fuels his inspiration and personal discoveries.
“Every journey helps me see the world in a new way. It’s a chance to shape who I am and what I create. That’s why I keep going, I know I’ll come back a little bit wiser,” Chou said in a statement shared first with WWD.
Jay Chou signed on as a Rimowa ambassador in 2024.
Johnny Dufort/Courtesy of Rimowa
Hamilton’s trip throughout Africa last year provided the Afrofuturism theme for his latest men’s capsule collection for Dior, and he credits it for his resilience. “You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself,” he said.
Incidentally, Hamilton’s suitcase bears a sticker with a cartoon rendering of Roscoe, his beloved vegan bulldog, who boasts 1.2 million followers on Instagram.
Rimowa recently began selling used luggage — it prefers to call them pre-loved and “re-crafted” — with sellouts in minutes, suggesting heightened consumer interest in products with a story.
“Durability and emotion have always been at the core of Rimowa — in how our products are made and in the stories they carry,” said Emelie De Vitis, the brand’s senior vice president of product and marketing.
Lewis Hamilton in the new Rimowa campaign.
Johnny Dufort/Courtesy of Rimowa
In 2023, Rimowa implemented an unconditional lifetime guarantee covering all suitcases purchased from July 25, 2022.
The new campaign spans digital, print and outdoor with photography by Johnny Dufort, while Daniel Wolfe and Elliott Power directed the three celebrities in short films. Social channels will also broadcast behind-the-scene content, and the campaign stars’ carefully curated sticker collections.
The Never Still campaign, which kicked off in 2018, has also featured the likes of Rihanna, LeBron James, Roger Federer, Kim Jones and Patti Smith.