Rihanna rocking her Rimowa in one of the most star-studded brand campaigns of the year. Here CEO Hugues Bonnet-Masimbert discusses the return of travel and the Never Still campaign. Photo: Rimowa
Rihanna rocking her Rimowa in one of the most star-studded brand campaigns of the year. Here CEO Hugues Bonnet-Masimbert discusses the return of travel and the Never Still campaign. Photo: Rimowa

Q&A | Rihanna, LeBron James, Roger Federer and Patti Smith all lead Rimowa’s Never Still campaign – CEO Hugues Bonnet-Masimbert tells us how it happened

  • NBA and Space Jam star LeBron James, iconic musicians Rihanna and Patti Smith and tennis champ Roger Federer are united in Rimowa’s aspirational new brand video
  • Bonnet-Masimbert became CEO in January when LVMH heir Alexandre Arnault moved to Tiffany & Co. – here he talks the business of travel and post-pandemic recovery

Rihanna rocking her Rimowa in one of the most star-studded brand campaigns of the year. Here CEO Hugues Bonnet-Masimbert discusses the return of travel and the Never Still campaign. Photo: Rimowa
Rihanna rocking her Rimowa in one of the most star-studded brand campaigns of the year. Here CEO Hugues Bonnet-Masimbert discusses the return of travel and the Never Still campaign. Photo: Rimowa
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