The word “travel” has become near-synonymous with yearning. With recreational travel grinding to a halt in this part of the world, we have never before so keenly felt the urge to cross borders and explore a place different from the one we are in. For those separated from loved ones, this is particularly painful, but there are many reasons for missing travel. Wanderlust, for example, is a force not to be underestimated. The feeling of immersing oneself in a culture completely different from our own and inhaling foreign air is unlike any other.
And who better to understand the myriad allures of travel than premium luggage brand Rimowa? Founded in 1898 and having pioneered countless luggage innovations since (two decades ago, they introduced the first polycarbonate suitcase to the world), the LVMH brand has the idea of voyage written into its very DNA.
In its latest campaign, the brand has brought together four global icons across different fields to depict the role travel plays in their lives. In breathtakingly-shot short films, creative powerhouse Rihanna, NBA superstar LeBron James, 20-time Grand Slam-winning athlete Roger Federer, and legendary multidisciplinary artist Patti Smith each open up about what travel has historically meant to them and their shift towards a more thoughtful approach to taking a trip today.
Shot by fashion royalty Gray Sorrenti in the Californian desert where she took her Airstream caravan to enjoy moments of stillness, Rihanna muses on the value of slowing down: “When everything is minimised, you see what’s important.” Revered artist Patti Smith—who also wrote a sublime poem for the campaign—is pictured outside New York locations that hold special meaning to her, while Roger Federer returns to the snow-capped mountains of his native Switzerland, exchanging frantic, relentless travel for a journey inwards. Finally, LeBron James reflects on family. In his film, he shares: “Travel as we know it is over. Now it’s not about how far you, but why you go. And who you bring along for the ride.”
Find out more about Rimowa’s ‘Never Still’ campaign on rimowa.com.
