For Fall/Winter 2023, Rimowa has launched a new campaign titled ‘Never Still’ starring the likes of LeBron James, Rosalía, and Patti Smith. The campaign was shot by renowned photographer Juergen Teller and celebrates the idea of constant movement and the journeys that define our lives.Alongside the campaign, Rimowa has also unveiled a new exhibition in Cologne, Germany, titled ‘Seit 1898.’ The exhibition showcases the brand’s rich history and craftsmanship, featuring over 120 years of iconic suitcases and travel accessories.FashionNetwork.com caught up with Emelie de Vitis, Rimowa’s Chief Brand Officer, to discuss the new campaign, the exhibition, and the brand’s vision for the future.FashionNetwork.com: Can you tell us about the inspiration behind the ‘Never Still’ campaign?Emelie de Vitis: The ‘Never Still’ campaign is a celebration of movement, both physical and metaphorical. We wanted to capture the spirit of those who are always on the go, who are constantly evolving and pushing boundaries. The campaign features a diverse cast of individuals who embody this spirit, from LeBron James to Rosalía to Patti Smith.FashionNetwork.com: How did you choose the talent for the campaign?Emelie de Vitis: We wanted to work with people who are authentic and who have a genuine connection to the brand. LeBron James is a global icon who represents the pinnacle of athletic achievement. Rosalía is a groundbreaking artist who is constantly pushing the boundaries of music. And Patti Smith is a legendary musician and poet who has always been a symbol of freedom and creativity.FashionNetwork.com: The campaign was shot by Juergen Teller. What was it like working with him?Emelie de Vitis: Juergen Teller is a brilliant photographer who has a unique ability to capture the essence of his subjects. He was the perfect choice to bring our ‘Never Still’ campaign to life. He has a very collaborative approach, and he was very open to our ideas. We wanted to create a campaign that was both timeless and modern, and he definitely helped us achieve that.FashionNetwork.com: Alongside the campaign, you have also launched the ‘Seit 1898’ exhibition in Cologne. Can you tell us about the exhibition?Emelie de Vitis: The ‘Seit 1898’ exhibition is a celebration of Rimowa’s rich history and craftsmanship. The exhibition features over 120 years of iconic suitcases and travel accessories, from our first aluminum suitcase to our latest innovations. We wanted to give people a chance to see the evolution of the brand firsthand and to appreciate the quality and craftsmanship that goes into every Rimowa product.FashionNetwork.com: What are some of the highlights of the exhibition?Emelie de Vitis: There are many highlights in the exhibition, but some of my favorites include the first aluminum suitcase that Rimowa ever made, as well as some of our most iconic collaborations, such as the suitcase we did with Supreme. We also have a section of the exhibition that is dedicated to our commitment to sustainability.FashionNetwork.com: What does the future hold for Rimowa?Emelie de Vitis: We are very excited about the future of Rimowa. We are continuing to invest in innovation and sustainability, and we are always looking for new ways to improve our products and services. We believe that there is a lot of potential for growth in the travel market, and we are confident that Rimowa will continue to be a leading brand in the years to come..
Rimowa’s Emelie de Vitis on Its ‘Seit 1898’ Exhibition and Latest ‘Never Still’ Campaign
