RIHANNA FRONTS RIMOWA'S LATEST CAMPAIGN, "NEVER STILL" Alongside Patti Smith, LeBron James and Roger Federer.

RIMOWA has unveiled a new brand campaign featuring Rihanna alongside Patti Smith, LeBron James and Roger Federer.

Dedicated to the luggage brand’s “Never Still” collection, the visuals explore the significance of travel. “Inspired by the seismic global changes of the past two years, the campaign’s narrative probes important questions about the new role that travel will play in all of our lives,” RIMOWA’s CEO Hugues Bonnet-Masimbert explains in a press release. “As we look to the future, we follow the example set by our four icons, who have each used this period of pause to reset their expectations and experiences of travel into something even more meaningful. RIMOWA has always believed in purposeful travel, a value that carries even more importance today as we move into this exciting next chapter.”

In the accompanying video, each star explains what travel has meant to them throughout the pandemic while showcasing RIMOWA’s bags and trunks. Rihanna wears the label’s polycarbonate crossbody bag, as well as the Essential Cabin in a striking red hue. Meanwhile, Patti Smith walks the streets of New York with a black iteration of the Classic Cabin.

Watch the “Never Still” film starring Rihanna, Patti Smith, LeBron James and Roger Federer below, and head over to RIMOWA’s website to shop the collection.