Rimowa, the German, quality luggage brand, has launched its latest design with a stylish campaign created by Anomaly.

Famous for its iconic and recognisable aluminium suitcases, the brand is back to disrupt the accessories market. ‘The Original Bag’, the latest design from Rimowa is a unisex handbag made with versatility at its core.

In a 60-second short film, the brand demonstrates the new bag’s wearability across different occasions, cities, and styles. Directed by Jordan Hemingway, the video features four international names: Liu Wen, a supermodel, Central Cee, a rapper, IB Karama, a journalist and creative director and Larissa Hofmann, a photographer.

From various walks of life, each of the cast showcases the different styles and occasions that the bag can be used for. The film follows the talents as they go about their lives over the course of 24 hours.

Set to the soundtrack of ‘Last Nite’ by the Strokes, the film playful captures the transition from day-to-day to evening activities. Whatever they do, The Original Bag is by their side. The versatile and adaptable bag can be carried by hand, worn across the body, or used as a shoulder bag.

The campaign also conveys the clean and fashionable aesthetic of the Rimowa brand. Transitions are seamless and shots are clean, with scenes composed of simple, almost monotone colour palettes.

In this vein, the campaign also conveys the attention to detail and careful craftsmanship of the new bag itself. The design pulls on the well-known grooves and aluminium make up of its predecessors, whilst incorporating practicality for every-day use, like plenty of storage and a durable exterior.

Rimowa’s Original Bag is available in silver or black, and is available online.

Hugues Bonnet-Masimbert, Chief Executive Officer at Rimowa, explained: “The release of the Rimowa Original Bag marks a new chapter in our history. We envision this bag to become an indispensable companion across a spectrum of journeys and personalities”.

He continued: “Bringing this vision to life was an ambitious technical challenge, and we’re thrilled with the result: a versatile bag that epitomises the disruptive innovation and meticulous craftsmanship Rimowa is known for”.

While luxury might not be a priority during a cost-of-living crisis, Rimowa demonstrates how practical and luxury can work together. Leaning into durability and versatility, the brand offers consumers value for their money at a time when it counts. At the same time, the campaign helps solidify Rimowa’s image as a stylish and clean brand, in tune with culture and consumers.