Jay Chou and Sydney Lemmon front RIMOWA’s 'Ink Blue' launch

RIMOWA has tapped global brand ambassador and Mandopop icon Jay Chou, alongside American actress Sydney Lemmon, to front the launch of "Ink Blue."

The new permanent colourway draws design inspiration from the timeless legacy of ink calligraphy and craftsmanship, rendering a deep midnight hue that blends contemporary aesthetics with tradition.

The core of the collection centres on the RIMOWA Original suitcase line. Over the years, this signature aluminum range has been reimagined in a variety of palettes, leveraging the brand’s proprietary colour anodisation technique to inject vibrant pigments directly into the aluminum surface, ensuring a rich, uniform metallic sheen.

Chou and Lemmon headline separate campaigns, each offering a distinct creative take on how the brand interacts with travel throughout different chapters of life. Jay Chou’s campaign explores his daily encounters as a globally recognised singer, songwriter, and producer. The narrative focuses on the humility of his journey, showing him traveling with his luggage while passing his own image on international billboards, playfully bridging his public stardom with a grounded private life.

In contrast, Sydney Lemmon’s campaign unfolds as a cinematic adventure set against a blue-tinted Shanghai backdrop. Traveling in search of love, her character follows a series of handwritten ink calligraphy letters through local aquariums and karaoke lounges, with her suitcase serving as a constant companion throughout the unexpected journey.

The Ink Blue collection covers three standard sizes - cabin, check-in L, and trunk plus - and features the German Maison's lifetime guarantee. Alongside the new colorway, RIMOWA has introduced several engineering updates across the range. A newly designed ergonomic handle incorporates an internal damper mechanism to ensure a slow, silent closure, while an updated Flex Divider introduces a squared silhouette with an integrated zipper pocket for improved packing organisation.

To maintain a cohesive design language, the stage-free telescopic handle, TSA-approved locks, and the brand's signature Multiwheel system are all custom colour-matched to the deep midnight shade.

The permanent hue also extends beyond aluminum hard-cases into the Italian-made leather Groove collection, spanning small and large cross-body bags alongside a zipped pouch crafted from smooth calf leather.

Additionally, the Maison has launched a corresponding line of seasonal travel accessories inspired by the texture and durability of denim. This complementary lineup includes a reversible bucket hat with an integrated travel pouch—a design first for RIMOWA—alongside packing cubes, a trifold toiletry pouch, and a grooved aluminum card holder engineered to match the suitcase contours.

MARKETING-INTERACTIVE has reached out to RIMOWA for more information. 

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