A Review of the RIMOWA Never Still campaign
RIMOWA Never Still: The City as a Stop Along the Way
written KLAAS HAMMER
Not every journey requires a suitcase. Sometimes, all it takes is a trip through your own city. To the office, a café, the airport, or simply somewhere the day has yet to decide. With the latest expansion of its Never Still collection, RIMOWA turns its attention to these small movements that shape everyday life.
For the accompanying campaign, the brand brought together photographers Dana Lixenberg, Daniel Arnold, and Feng Li to capture moments in Amsterdam, Los Angeles, and Shanghai. Their images and films observe people on the move – between early morning light, car windows, and city streets – turning the seemingly ordinary into the focus itself.
The collection also introduces new leather bags that feel less like traditional travel luggage and more at home within an urban wardrobe. Anthracite and Mocha expand the colour palette with two understated shades: a smoky grey and a muted brown. RIMOWA’s signature grooved design appears throughout the bags, bringing the brand’s distinctive language to pieces made for journeys that may not necessarily appear on a map. New additions include smaller versions of the Leather Flap Backpack, Duffle Bags in different sizes, and a compact Cross-Body Bag. The latter translates the silhouette of the larger travel bag into a much smaller format, designed for everyday movement. Completing the collection is a black Zipped Tote, offering space for a laptop and daily essentials while effortlessly moving between work and life on the go.
The Distinct Cabin also receives a new interpretation in Anthracite. While remaining true to the classic RIMOWA suitcase, the model is distinguished by its fully leather exterior. Over time, the material develops a unique patina – fitting for a piece of luggage whose story truly begins with every journey. What makes the latest Never Still collection compelling is not necessarily the question of where it takes you. Instead, it is about all the small distances in between. Because movement does not only happen at the gate – it has already begun on the way there.
all images (c) RIMOWA Press
