RIMOWA has been known for pushing boundaries and creating new standards when it comes to premium luggage since 1898. In celebration of its lasting legacy, the luxury brand has chosen artists who demonstrate its spirit of progress. The brand announces Mando-pop veteran Jay Chou as its global ambassador, with the aim of inspiring worldwide travellers to embark on life-changing journeys.

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Known affectionately as the King of Mandopop, Chou represents the brand's spirit to a tee. His multi-hyphenate career showcases his commitment to constant reinvention and elevation. He's also used the brand as part of his travels, with one of his suitcases showcased at RIMOWA's 125th anniversary exhibit SEIT 1898.

"As I travel around the world, my RIMOWA suitcases have been my trusted companions that I share precious memories with. They've accompanied me not only in professional settings but during other travels too, as I delved into new realms to seek out inspiration. Serving as RIMOWA's global ambassador brings me great joy. I value this connection and hold this enduring relationship with the brand dearly," says Chou in a statement.

Chou stars in the latest instalment of RIMOWA's 'Never Still' campaign alongside fellow ambassadors Lewis Hamilton, Blackpink's Rose, and Kylian Mbappé. The campaign features a new film scored by renowned artist Hanz Zimmer. The film follows the singer as he navigates through London with his Original Cabin in Titanium. Reflecting on his constantly growing career, it emphasises the joy of boundless spontaneity and inspiration found within each journey travelled that represents RIMOWA.

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