EXCLUSIVE: Karl Lagerfeld’s Suitcase Among Stars of Rimowa Campaign

PARIS — Rimowa is celebrating the 80th anniversary of its signature aluminum suitcase with a campaign featuring the luggage of personalities ranging from Karl Lagerfeld to Martha Stewart, in the first visible sign of its new strategy since being taken over by LVMH Moët Hennessy Louis Vuitton.
The campaign, set to launch across social media platforms today, was devised at the initiative of Alexandre Arnault — the son of LVMH chairman and chief executive officer Bernard Arnault — who joined the German luggage-maker as joint ceo earlier this year.
The young executive has revamped the Rimowa team, appointing Hector Muelas as chief brand officer in June. Muelas previously worked at Donna Karan International and at Apple, where he led the global brand marketing initiatives for Apple Watch.
The campaign will feature images of the cases set on a white pedestal, shot by German photographer Frank Hülsbömer, alongside quotes from their owners on how travel has “given them character and helped shape their identity,” the brand said. The only exception is Lagerfeld’s case, which the designer shot himself.
“Our suitcases have always been powerful vehicles for storytelling. Aluminum has a lot to do with it because it’s an organic material that evolves together with the traveler. We thought it’d

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