We catch up with the team behind the eponymous label reshaping how we think about work style and men’s accessories; now available on DebonairOnline
It’s Virgil Abloh. And they are now part of Team Rimowa
It could be the making of a new Kenneth Williams film. With less slapstick. Fewer smiles. And no Dame Barbara Windsor: Carry On Roger. For that, through this rather convoluted and specific ‘60s reference, is what luxury luggage brand Rimowa have come up with. Roger Federer fronting their carry on and check-in luggage bags in a short ad-film. Not forgetting Virgil Abloh — the guy that created that $1,000 transparent carry-on luggage case with Rimowa — is also part of the cast, and has his own short ad-film.
And that’s what we have: Roger Federer and Virgil Abloh have teamed up, along with three other big name co-stars, to bring Rimowa’s first integrated global campaign to life on the screen in a series of mini ad-films. The campaign will feature on paid and owned social and digital channels.
The 20-time grand slam tennis champion and the revered artistic director at Louis Vuitton are part of the star-studded line-up fronting the luxury luggage company’s 120th anniversary.
As far as celebrity endorsements go, Rimowa have hit something of a forehand winner, here.
Federer, who plays tennis across at least four different continents every year, and Abloh, who will travel to each and every fashion hotspot on the planet throughout the year, will get plenty of eyeballs on the brand as they pass through various global checkpoints. And for the 37-year-old Swiss tennis superstar it’s the start of a two year deal.
The campaign was filmed on three different continents by five different film directors, meaning each brand ambassador has their own film. Roger Federer’s film was shot and directed by Karim Huu Do.
The short ad-film features a real-life childhood conversation between Roger Federer and his father at the moment of young Roger’s first trip to Zurich.
You can imagine a dubbed voice over — if there was one — playing out something like young Roger saying, “It’s a dream of mine that one day I’ll be the brand ambassador for a luxury travel brand. It would also be nice to be the world’s greatest tennis player. But let’s get our priorities straight.”
Meanwhile, Virgil Abloh’s film is directed by Dexter Navy and presents an artful visualization of a recorded phone conversation with Abloh’s aphorisms on travel.
According to a Rimowa press release, “A select cast of global cultural icons, all of whom are long-time Rimowa owners and advocates, celebrate the collective mind-set that has made them who they are – a fundamental belief that mastery is a never-ending journey and that no one builds a legacy by standing still.
“The campaign is a celebratory declaration of Rimowa's ethos and its role as the resilient companion for a lifetime of purposeful journeys.”
Suffice to say that Rimowa is banking on the international prestige and influential prestige of this 21st century figureheads to promote the brands across borders.
Model, spokesperson and activist, Adwoa Aboah, international chef, businessman and restaurateur, Nobu Matsuhisa, and Dior Men’s jewellery designer, and founder and creative director of Ambush, Yoon Ahn have all also lent their names and images to the brand for the campaign.