Luxury travel brand Rimowa is diversifying and expanding its definition of travel style. The new campaign, titled “Never Still” from an original poem by Patti Smith, features the legendary musician and artist herself alongside fashion designer, businesswoman and singer Rihanna, and athlete Lebron James and Roger Federer. The four icons are filmed in their own spaces, alone embracing moments of introspection. Rihanna directed her own segment, which was shot by Gray Sorrenti and documents her taking her Airstream trailer out into the desert with friends. “When everything is downplayed, you see what’s important,” she said in Rimowa’s press release.
Rihanna incorporates the LVMH-owned brand accessories into her casual looks, styling two rigid pouches over a crochet bikini top with knit pieces, a tie-dye fur cardigan and an animal print hat – and we know all she feels about those! In another still from the movie, we see her in a brown leather coat with a red suitcase and lime-green Lucite sunglasses. Throughout the campaign, you can feel Rihanna’s energy fluttering, a testament to the fact that she is truly “never still” and that when she’s on the go, she always stays true to her bold look. . Click to see Rihanna for Rimowa and watch the full video after the jump.