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Rimowa Enlists Rihanna as the Brand Looks Beyond Suitcases

The multi-hyphenate mogul appears alongside Lebron James, Roger Federer and Patti Smith in a major campaign as the LVMH-owned luggage label tries to become a ‘mobility’ brand and build a presence in new product categories.
Rihanna, Rimowa, advertisement, luggage
Rihanna is one of four ambassadors including Lebron James, Roger Federer and Patti Smith to front Rimowa's latest campaign. Courtesy.

The pandemic disrupted, perhaps forever, how people travel. Rimowa saw an opportunity to change the conversation.

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