Jay Chou Stars In Rimowa’s New ‘Never Still’ Campaign


Following the announcement of the renowned Mando-pop artist Jay Chou as RIMOWA’s newest global ambassador, the German maison unveils a new chapter to its Never Still journey, following its fourth iteration that launched in September 2023.

The short film sees Chou navigating the streets of London alongside his RIMOWA Original Cabin in Titanium.

With a career that has taken him around the globe, Chou is familiar with a life in constant motion. Drawing from these experiences, he offers a fresh outlook on the transformative power of travel, emphasizing the joy of spontaneity and the boundless inspiration that can be discovered on each journey.


In keeping with the spirit of the fourth iteration of RIMOWA’s Never Still campaign, the short film features a bespoke score by the globally renowned artist Hans Zimmer, marking his third collaboration with the brand.

The German composer is also set to be featured in an additional part of the campaign, showcasing his RIMOWA Original Cabin Twist in Brown Silver in a video, and the cherished items he carries with him during his travels. This campaign will first launch on Instagram on March 18.


The new instalment of the Never Still campaign is launched globally across cinema, digital, outdoor and print.