RIMOWAs Never Still Story Continues Featuring ROS, Sir Lewis Hamilton, and Jay Chou

By Editorial Team

In a world increasingly driven by personal evolution and purposeful movement, RIMOWA’s Never Still 5 campaign arrives as a powerful statement on the meaning of modern travel. This latest chapter from the legendary German Maison features three global icons—ROSÉ of BLACKPINK, Formula One legend Sir Lewis Hamilton, and Mandopop superstar Jay Chou—each offering a deeply personal reflection on what it means to move through life with intention.

Purposeful Travel with Personal Meaning

For ROSÉ, travel isn't about escapism. It’s a practice of growth and self-discovery. Her reflections shine a light on the profound emotional and cultural experiences that come with a life spent in motion.

Jay Chou echoes this sentiment, drawing connections between his travels and his artistic identity. “Every journey helps me see the world in a new way,” he says, pointing to the endless inspiration found on the road.

Meanwhile, Sir Lewis Hamilton embodies the resilience forged through years of global travel: “It’s about reinventing, taking yourself out of comfortable positions, and always moving forward.” His philosophy is one of constant evolution—one suitcase, one city at a time.

Aluminium Suitcases as Emotional Time Capsules

RIMOWA’s iconic grooved aluminium suitcases take center stage once again. But these aren’t just tools for transport—they are storytellers. Jay Chou’s tennis sticker, ROSÉ’s nod to her album, and Hamilton’s Roscoe emblem (a tribute to his beloved bulldog) all speak volumes.

Each case bears the marks of its travels—worn stickers, scuffs, and subtle dents—that serve as a visual diary of experience and personal transformation.

A Cinematic Look at Motion and Stillness

Directed by Daniel Wolfe and Elliott Power and produced in collaboration with acclaimed agency Anomaly, the campaign presents a series of striking short films. These cinematic vignettes explore not only the external act of travel, but the quiet internal shifts that come with it. The behind-the-scenes footage offers a rare peek at the unguarded moments of each star, while dedicated clips dive into the symbolic sticker collections on their suitcases.

More Than Luggage: RIMOWA’s Lifetime Commitment

With a legacy dating back to 1898, RIMOWA has always stood for craftsmanship, durability, and innovation. Today, the brand’s suitcases come with a lifetime guarantee—a testament to their enduring design and the meaningful stories they’re built to carry.

Travel That Stays With You

Never Still 5 isn’t just a campaign—it’s a meditation on movement. Through the voices of ROSÉ, Hamilton, and Chou, RIMOWA shows that travel isn’t just about where you go, but how it changes you. Whether it’s a scuff on a suitcase or a shift in mindset, every journey leaves a mark.