BLACKPINK’s Rosé, Jay Chou, and Lewis Hamilton Star in RIMOWA’s Biggest Celebrity-Led Campaign

It's a star-studded campaign.

Published on May 26, 2025

RIMOWA’s latest Never Still campaign is its most star-studded yet, fronted by global icons Jay Chou, Lewis Hamilton, and BLACKPINK’s Rosé. The fifth chapter in the luxury travel brand’s ongoing series explores the deeper meaning behind travel, with each celebrity sharing insights on how seeing the world shaped their lives.

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Jay Chou, Lewis Hamilton, and BLACKPINK’s Rosé Star in RIMOWA’s Campaign

At the heart of the campaign is a shared ethos: that the journey transforms us.

“It’s a real privilege to be able to travel and to see different places,” says seven-time Formula One World Champion Lewis Hamilton through a press release. “You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions, and challenging yourself. Just always moving forward, one foot in front of the other.”

BLACKPINK’s Rosé echoes similar sentiments. “Every journey I take leaves a lasting impact,” she shares. “Travelling the world only makes me realise just how much more there is to explore.”

Jay Chou, the multi-hyphenate Mando-pop star, reflects on how travel feeds his creative evolution. “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.”

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PHOTOS: COURTESY OF RIMOWA

Shot by directors Daniel Wolfe and Elliott Power, coupled with images by photographer Johnny Dufort, the campaign explores the theme of human connection by capturing the emotional weight of travel and the lasting connection between traveler and suitcase.

Its visual storytelling spans a series of short films—each paired with candid behind-the-scenes clips and a focus on the personal details that decorate the stars’ RIMOWA suitcases, emphasizing how the luggages function as well-worn companions.

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The featured aluminium suitcases—RIMOWA icons in their own right—carry the marks of adventure: subtle dents, worn out stickers, and scuffs that act as a visual diary, with each uniquely personalized according to their personalities: Jay Chou’s suitcase bears a tennis sticker, Rosé’s features elements that reference her new album, while Lewis Hamilton’s includes a Roscoe sticker, a nod to his beloved bulldog.

“Durability and emotion have always been at the core of RIMOWA—in how our products are made and in the stories they carry,” says Emelie De Vitis, Senior Vice President Product & Marketing at RIMOWA. “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.”

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Lewis Hamilton's suitcase. PHOTO: COURTESY OF RIMOWA.

Since 1898, RIMOWA has been crafting luggage engineered to last a lifetime. With Never Still, the German Maison continues its evolution from luxury luggage brand to global storyteller—carrying not just belongings, but the deeper imprints of the journeys taken by travelers.

Pau is Preview’s go-to fashion girl. On most days, you’ll find her with headphones on, coffee in hand, and likely dressed in an oversized blazer and floor-grazing jeans.