EXCLUSIVE: Jay Chou Fronts Rimowa’s New ‘Never Still’ Campaign

Shortly after revealing Jay Chou, the multitalented Taiwanese musician, as the face of the brand, Rimowa released the latest and fifth installment of its Never Still campaign featuring the star.

The short film sees Chou navigating the streets of London with a titanium Rimowa luggage in tow.

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“The rhythm of travel is like a melody. You can speed along or roam around,” Chou says in Chinese in the monologue. “There are no laws to a melody, it’s magical, it happens naturally.”

According to Rimowa, Chou’s campaign narrative “offers a fresh outlook on the transformative power of travel, emphasising the joy of spontaneity and the boundless inspiration that can be discovered on each journey.”

The new campaign launches globally on Wednesday across cinema, digital, outdoor and print.

In keeping with the spirit of the previous Never Still campaign, Hans Zimmer, the renowned artist who created the score for “Dune: Part One” and “Dune: Part Two,” returned with a bespoke score for the film.

The German composer will also appear in the second part of the campaign, carrying “cherished items” in his Rimowa suitcase. Zimmer’s portion of the campaign will first launch on Instagram on March 18.

Chou, also known as the King of Mandopop, was named a Rimowa global ambassador last week. The appointment marks the first time the German luggage-maker has worked with a Chinese celebrity.

The Never Still campaign, which kicked off in 2018, has featured likes of Rihanna, LeBron James, Roger Federer, Kim Jones and Patti Smith.

Last year Rimowa tapped Blackpink’s Rosé, champion Formula 1 pilot Sir Lewis Hamilton and French soccer player Kylian Mbappé for the fourth iteration of the campaign.

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