For a person who drives race automobiles for a residing, Lewis Hamilton has extra going for him than a turbocharged V6. Since becoming a member of the System 1 circuit in 2007, the British sportsman has racked up 105 Grand Prix wins, made a cameo in Disney’s Automobiles 2, purchased a stake within the Denver Broncos, sung on a Christina Aguilera document, and been knighted by the Prince of Wales.

You’d suppose the dude might afford some new baggage.

He can, after all. However within the newest installment of Rimowa’s “By no means Nonetheless” marketing campaign, the 40-year-old competitor seems with an anodized aluminum pilot case marked by scratches, scuffs and dents, together with a collage of stickers together with his racing quantity (44) and his bulldog Roscoe. 

Luxurious trend advertising proved way back {that a} pretty face can promote nearly something, so if exhibiting a $1,550 case that appears prefer it’s tumbled across the baggage carousel looks as if an unorthodox strategy, effectively, it’s.

It’s additionally one which Rimowa has pioneered within the luxurious phase for 2 years now.

In 2023, the 127-year-old baggage maker (a part of the LVMH secure since 2016) debuted a marketing campaign known as “A Lifetime of Memories,” which portrayed perfect-looking individuals touring with less-than-perfect valises. Scrapes, nicks and dents within the aluminum bore testimony to years of journey. The message was that, like rings on a tree or a rip in blue denims, put on equates to character.

K-pop star Rosé of Blackpink with a Rimowa suitcase
Okay-pop phenom Rosé refers to her Rimowa case as her “good pal.”Rimowa

Rimowa’s newest advertising effort takes that concept a step additional with stills and movies that includes equally well-worn instances, however ones belonging to celebrities: K-pop breakout star Rosé and singer-songwriter Jay Chou, together with Hamilton, who’s arguably System 1’s highest profile driver.

The brand new advertisements are technically the fifth chapter of Rimowa’s “By no means Nonetheless” marketing campaign, launched in 2018, and the primary to shift the highlight from the model’s merchandise to its ambassadors. However each “By no means Nonetheless” and “A Lifetime of Recollections” are basically variations of the identical theme—that journey experiences are the constructing blocks of individualism, and that put on and tear are badges to be worn proudly.