Rimowa Unveils Fifth ‘Never Still’ Chapter with Jay Chou, Rosé, and Lewis Hamilton

​RIMOWA has been engineering iconic travel companions to last a lifetime since 1898. Now, the German Maison introduces the fifth chapter of its Never Still campaign, a continuation of the brand’s exploration into purposeful travel, personal evolution, and the pursuit of progress. This latest instalment reflects RIMOWA’s ongoing commitment to craftsmanship, individuality, and the stories that emerge from movement.

Three distinctive voices accompany the campaign as part of a continued partnership, each bringing a unique perspective shaped by years of travel. Multi-talented Mando pop singer, songwriter, and producer Jay Chou reflects on how the road has deepened both his creative and personal curiosities. “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,” he said.

Seven-time Formula One World Champion Lewis Hamilton embodies the quiet resilience gained from navigating new terrains. The talented multi-hyphenate has been traveling the globe for years, he shared,  “It’s a real privilege to be able to travel and to see different places. You learn so much about yourself. It’s very much about reinventing, taking yourself out of comfortable positions and challenging yourself. Just always moving forwards, one foot in front of the other.”

And global superstar Rosé, offers an introspective look at how travel is shaping her sense of self and understanding of the world. She brings a fresh perspective to the meaning of home and what is truly important in a life of purposeful travel. “Every journey I take leaves a lasting impact. Travelling the world only makes me realise just how much more there is to explore,” she explained.

No matter how far one goes, RIMOWA is there for the journey. The German Maison proudly offers a lifetime guarantee on all its suitcases. Three of RIMOWA’s iconic aluminium suitcases—enduring symbols of travel and transformation – are featured in the campaign. Each is a celebration of the personal power of movement. They all carry the marks of adventure: subtle dents, worn stickers, and gentle scuffs act as a visual diary. Personalised touches, like Jay Chou’s tennis sticker (a nod to his favourite sport), Rosé’s tribute to her new album, and Hamilton’s Roscoe sticker, immortalising the close bond with his beloved bulldog, all showcase the rich patina and marks of a life well-travelled.

In partnership with creative agency Anomaly and directed by Daniel Wolfe and Elliott Power, the films embrace a cinematic sensibility while remaining grounded in human connection. Moments of movement and its shadow twin, stillness, are interwoven together with imagery captured by a global network of photographers and filmmakers, lending a quiet intimacy and a sense of place.

Each of the three icons is also featured in a pair of bespoke short clips, giving a more personal lens on their journeys. The first provides a behind-the-scenes look at the making of the campaign, offering a quiet, candid glimpse into the atmosphere on set and each talent’s unique personality behind the camera. The second delves into their individual suitcase sticker collections—carefully chosen details that speak to places they’ve been, ideas they’re drawn to, and the passions that continue to shape them. Together, these films reveal a more intimate portrait of each icon, inviting a deeper connection beyond what they’re widely known for.

​Emelie De Vitis, senior vice president product and marketing at RIMOWA said, “Durability and emotion have always been at the core of RIMOWA—in how our products are made and in the stories they carry. 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”.

The campaign extends across digital, print, and out-of-home, with photography by Johnny Dufort. His portraits, dynamic yet unguarded, capture the emotional texture of travel—and the enduring connection between traveller and companion.