RIMOWA continues purposeful journey with “Never Still” campaign

Fashion & Leather Goods


After celebrating its 120th anniversary last year, RIMOWA continues its never-ending, purposeful journey with “Never Still” a new campaign featuring Kim Jones, Dior Men’s Artistic Director, basketball legend LeBron James and piano prodigy Yuja Wang in three short films. Three stories, a collective mindset.

Echoing its first global campaign – “No one builds a legacy by standing still” – RIMOWA adds a new angle to the story with the “Never Still” campaign, focusing on the hardships of life on the road, both real and metaphorical, and the resilience and drive needed to thrive.

« Never Still » - Kim Jones

In three short films, the “Never Still” campaign recounts three impactful stories featuring iconic friends of the brand: basketball legend LeBron James, Dior Men’s Artistic Director Kim Jones, and piano prodigy Yuja Wang. They each share an intimate look at their lives on the road, never stopping at a given destination, and how constantly overcoming challenges drives them towards success.


“RIMOWA’s ‘Never Still’ is a powerful concept on which we continue to build. As a brand dedicated to longevity, innovation and respect for craftsmanship, RIMOWA is committed to adding meaningful cultural context to our products. With this group of global icons we continue to open up a conversation beyond travel to explore what it means and takes to move forward,” says Alexandre Arnault, CEO of  RIMOWA.

Directed by creative duo Jonas & Julien, Kim Jones’ film is the first released by the Maison. From an urban setting in Tokyo to the luxuriant landscapes of India, the film celebrates how the places the Dior Men’s Artistic Director visits each bring their own inspiration.


The films featuring LeBron James and Yuja Wang will be released later in June. Directed by Philippe Temelman, the first offers a poetic look at the importance of being driven to go outside the comfort zone. Yuja Wang’s film, directed by Matt Baron, shows how the adrenaline sparked by constant travel helps her better focus on her craft.