Rimowa’s new campaign is bizarre. Like old-school fashion advertising, it makes no sense. The campaign is shot by famous British photographer, Nigel Shafran, so perhaps, it’s understandable in one way. It uses Nicholas Braun from Succession as a drawcard and a series of images in which he clings to the Rimowa aluminium backpack like a “security blanket”.
He paints a door wearing it. Does yoga wearing it. Even eats breakfast from it.
The idea may have been that a Rimowa backpack is a treasured item. That would make sense.
Journalist, Emily King, decribed Shafran’s work as, “His images are renowned for their striking, everyday simplicity and are now sought after by gallerists and fashion houses alike. But Nigel always manages a degree of playful diffidence. Nobody’s ever sure if the joke’s on them. He kind of loves the glitziness of art-world recognition and fashion hoo-ha.”
