Rihanna, LeBron James, Roger Federer all lead Rimowa’s Never Still campaign – CEO Hugues Bonnet-Masimbert tells us how it happened

As Rimowa today launches a star-studded new campaign fronted by divergent contemporary icons Lebron James, Rihanna, Roger Federer and Patti Smith, STYLE spoke exclusively to the brand’s CEO, luxury veteran Hugues Bonnet-Masimbert, about how the luggage business will recover from the pandemic and its effects on travel.Tell us more about the new Never Still campaign?The key phrase for this campaign I would extract from one of Patti Smith’s poems: “We are ready”.At Rimowa, we took the opportunity…


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