The Luggage That Rosé, Lewis Hamilton, and Jay Chou Bring in All Travels

You could call it luggage, but RIMOWA prefers the term “travel companion”, and after over a century in motion, it’s earned that distinction. For the fifth chapter of its Never Still campaign, the German Maison returns for those who live to keep going. Not in circles, but forward: curious, intentional, and always evolving.

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Joining the ride are three icons who know their way around a departure gate: Sir Lewis Hamilton, Rosé, and Jay Chou. Together, they chart what it means to travel not just to arrive, but to become—messily, beautifully, and occasionally dented in the process.

“It’s about reinventing,” Hamilton says. “Taking yourself out of comfortable positions and challenging yourself.” Rosé puts it simply: “Every journey I take leaves a lasting impact. Travelling the world only makes me realise just how much more there is to explore.” For Chou, the road is where curiosity and creativity meet, preferably with a tennis sticker on the side of his case.

Shot by directors Daniel Wolfe and Elliott Power, the campaign reads like a personal travel journal in motion. The visual diary includes scuffs, stickers, and all the marks of places gone by. Each film is paired with vignettes that linger on off-camera moments and tell stories through suitcase tags and sticker collections, including Rosé’s tribute to her new album and Hamilton’s bulldog Roscoe.

Never Still 5 is an ode to the well-travelled and the well-travelling. RIMOWA has always believed in durability, but as they show, it’s the emotional mileage that matters most.

For more on information on the German Maison, visit RIMOWA.com or experience it in-store at RIMOWA locations worldwide

Photos courtesy of RIMOWA