Rihanna is Rimowa’s new face – see the campaign here
Just days after her Met Gala appearance, Rihanna is on our radar again – this time, for leading the new Rimowa campaign.
Rihanna and Rimowa (sounds good, doesn’t it?) Have teamed up to present the latter’s “Never Still” collection, a line of “mobility essentials” like backpacks, handbags. shoulder strap and tote bags. The collection, first launched in 2020, marks the German luxury brand’s efforts to offer more than the ribbed aluminum luggage and suitcases it is known for.
If Rimowa is not a traditional luxury fashion brand, it has acquired its letters of nobility in the world of haute couture thanks to its collaborations with Dior and Moncler. This is probably what prompted Rihanna, known as much for her music as for her revolutionary and avant-garde style, to become the new face of the brand.
The singer has also already established herself as a fan of the brand when she was spotted at an airport with the limited-edition Rimowa x Off-White Cabin Multiwheel suitcase, designed by Louis Vuitton Creative Director Virgil Abloh.
Unsurprisingly, the new campaign with Rihanna is Rimowa’s most cutting edge yet, with images featuring new billionaire Fenty wearing furry bucket hats – which she has been seen wearing countless times during from her dates with ASAP Rocky – pearl necklaces and crochet beach sets.
With her new role, Rihanna joins a diverse roster of famous LVMH-owned label ambassadors, which includes American basketball player LeBron James, tennis star Roger Federer and rock star Patti Smith. Stay tuned for more campaign visuals, as well as a video featuring the four celebrities. For now, take a closer look at the campaign below.
Header photo credit: Rimowa