To mark the 80th anniversary of its aluminum case, luggage brand Rimowa asked famous customers ranging from Karl Lagerfeld, Martha Stewart to Virgil Abloh to share photos of their own personal Rimowa case.
Next to the above-mentioned, the list of celebrities includes Nigo, Carine Roitfeld, David Fincher, Michael Moore, Fan Bingbing, Frédéric Malle, John Nollet, Lykke Li, Yoon Ahn, and Massimo Bottura. And, instead their faces, you’ll see images of their own Rimowa suitcases accompanied by their quotes that describe how travel has “given them character and helped shape their identity.”
“The idea was that the portrait of the suitcase becomes the portrait of the owner — the stickers, dents and scratches tell stories, just like a face would. We believe it’s an interesting approach to this type of campaign,” Hector Muelas, Rimowa’s Chief Brand Officer told WWD, “From the beginning, our suitcases have had this canvaslike quality that has enabled intentional — and unintentional — personalization.
It has become like a second nature to the product, one of its most iconic aspects. So we’ve started to work on new approaches to take that notion to the next level.”
And, while most of the campaign was shot by German photographer Frank Hülsbömer, an exception was made for Karl Largerfeld who shot his suitcase himself. We did not expect anything less.