Rosé, Jay Chou, and Lewis Hamilton Hit the Road with RIMOWA
RIMOWA’s fifth Never Still campaign explores how travel shapes these icons.
For its fifth chapter of Never Still, RIMOWA brings together global icons Rosé, Jay Chou, and Lewis Hamilton — three names representing movement in every sense of the word. At its heart, the campaign is an extension of the brand’s core beliefs: purposeful travel, personal evolution, and the pursuit of progress.
This latest chapter draws from years of lived experience. Jay Chou reflects on how constant travel fuels his curiosity and creativity. “Every journey helps me see the world in a new way,” he says. “I know I’ll come back a little bit wiser.”
Lewis Hamilton, a seven-time Formula One World Champion, speaks to the transformative power of pushing past comfort zones. “It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself.”
Meanwhile, Rosé offers a more introspective take. For her, travel isn’t just about the destination, but the deeper understanding of what home and purposeful travel mean. “Every journey I take leaves a lasting impact. Travelling the world only makes me realise just how much more there is to explore,” she shares.
The campaign features RIMOWA’s signature aluminium suitcases — complete with real-life wear and tear. From Chou’s tennis sticker to Rosé’s nod to her album and Hamilton’s tribute to his bulldog Roscoe, each suitcase tells a personal story.
“Durability and emotion have always been at the core of RIMOWA” says Emelie De Vitis, RIMOWA’s SVP of Product & Marketing. “By continuing to follow our trusted icons along their own journeys, we’re reminded of how purposeful travel can shape us, inspire us, and stay with us for a lifetime.
