To mark the Year of the Horse, RIMOWA has unveiled a refined new chapter in its design story, introducing the Powder Blue collection alongside a culturally resonant campaign titled Enjoy the Ride. Rooted in themes of movement, rhythm and endurance, the campaign and collection together reflect the Maison’s enduring relationship with travel as both a physical and imaginative pursuit.
Founded in Cologne in 1898, RIMOWA has long been recognised for crafting thoughtful travel companions that balance innovation with heritage. For the new year, the Maison draws inspiration from the unbridled freedom associated with the horse, translating this spirit into a palette and design language that evokes calm renewal and forward motion.
Soft Hues, Striking Design
At the heart of the launch is the debut of Powder Blue, a soft, winter-toned hue inspired by the tranquillity of early morning light. The colour is introduced across RIMOWA’s Distinct, Original Twist and Personal collections, lending a fresh yet timeless elegance to the brand’s iconic aluminium and premium leather designs. The full Powder Blue range is in stores now.
A standout of the collection is the Original Twist in Powder Blue, carried by award-winning actor and RIMOWA Friend of the Brand Greg Hsu in the accompanying campaign film. The design features Powder Blue leather-wrapped handles, matching housings for TSA-approved locks and a coordinating seal, offering a seamless expression of craftsmanship and modern refinement.
Cinematic Vibes
The Enjoy the Ride campaign, directed by Dorothea Sing Zhang, takes inspiration from Tang Ma, the horse-riding performance technique of traditional Chinese Opera. The film stars Hsu alongside Geng Qiaoyun, a distinguished Peking Opera master and Plum Blossom Award recipient, exploring the dialogue between cultural heritage and contemporary travel.
As Hsu moves through an urban landscape, his journey mirrors the rhythmic gestures of the opera, with the RIMOWA suitcase reimagined as a modern steed carrying the spirit of travel from past to present.
Campaign imagery further highlights RIMOWA’s latest offerings, including the Never Still Leather Flap Backpack in Grey and the Maison’s newest Essential colours, Clay and Terracotta, alongside the Powder Blue range. Complementing the film, a series of visuals captured at Tianjin’s historic Grand Theatre pay tribute to the enduring legacy of the venue and its cultural significance.
(Images: RIMOWA)
