To celebrate its 120th anniversary, premium luggage maker Rimowa has assembled an ambitious global campaign starring five contemporary cultural icons: tennis champ Roger Federer, actress/model Adwoa Aboah, chef/restaurateur Nobu Matsushisa, jewelry designer Yoon Ahn, and Louis Vuitton's men's artistic director Virgil Abloh.
"Virgil Abloh’s unique cultural understanding and his ability to disrupt, re-think and innovate, make him the ideal cultural icon for Rimowa’s first global campaign," the brand's CEO Alexandre Arnault said.
As part of the campaign, each renowned figure is the focus of a small film that highlights his/her impact on the world as well as celebrating the privilege of travel.
"Travel has impacted and greatly advanced how I’m able to constantly be inspired. I get ideas from conversations and seeing things firsthand," Abloh said. "Someone once told me when I was younger… I’d rather be a citizen of the globe than one specific place. I thought that was inspiring and I took that to heart. I enjoy the space in between and the idea that you can have a great experience on the globe."
Abloh’s visual was directed by Dexter Navy and shot in New York City, a place the Off-White founder calls “a metaphor for a melting pot.”
You can check out Abloh’s icon film and Rimowa campaign shots below, as well as an exclusive behind-the-scenes video done by Phila Demi up top that features Abloh explaining the importance of travel.