Rihanna and Patti Smith be part of the likes of Lebron James and Roger Federer to change into the brand new daring faces of Rimowa’s “By no means Nonetheless” marketing campaign which debuted yesterday (September 16).
The marketing campaign is for the German luxurious model’s assortment “By no means Nonetheless”, which options merchandise corresponding to backpacks, crossbody baggage, and tote baggage. The marketing campaign consists of 4 particular person movies designed as a artistic exploration of how the pandemic has modified the travelling panorama. Every movie follows the non-public journey views of the 4 ambassadors.
All of their particular person movies can be found to view on Rimowa’s website.
Rihanna’s video was directed by herself and shot by Gary Sorrenti. It showcases her solitary life-style through the pandemic. Rihanna was additionally as soon as noticed on the airport with a restricted version Rimowa x Off-White Cabin Multiwheel suitcase, designed by Virgil Abloh.
Smith’s video is devoted to New York Metropolis’s resilience all through the final yr with pictures of Fifth Avenue and Jimi Hendrix’s Electrical Girl Studios The artist additionally wrote a poem for the marketing campaign.
The “By no means Nonetheless” assortment heralds the model’s efforts to supply greater than baggage and suitcases it’s most recognized for. Very similar to the theme of the marketing campaign, the shift is due to the ever-changing journey outlook as a result of pandemic. The gathering goals to fulfill the wants of up to date travellers. Whereas not being a standard luxurious model, it has made itself recognized within the excessive trend trade with collaborations with Dior and Moncler.
Rimowa isn’t the one one appointing new ambassadors for his or her campaigns, Bvlgari lately named Chinese language actor Yang Yang its latest brand spokesperson after Kris Wu discovered himself embroiled in rape allegations. Kpop star, Lisa of Blackpink has additionally been appointed the model’s international ambassador and lately starred in Bvlgari’s high jewellery assortment alongside Zendaya.
Elsewhere within the watch trade, Italian luxurious watchmaker Panerai welcomed Chinese actress Dilraba as their first-ever feminine international model ambassador.
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