Image courtesy of Rimowa
Since Alexandre Arnault took the helm of Rimowa in October 2016 alongside Dieter Morszeck – the grandson of Paul Morszeck, the brand’s founder – he has been spearheading a revamp of the brand with the stamina of someone running a start-up business. But, with two exceptions. The luggage label is 120 years old, and has the financial backing of luxury goods conglomerate LVMH. Arnault is using the latter to put Rimowa on the map with the next generation.
The millennial co-CEO is the brain behind Rimowa’s high-profile collaborations with Fendi, Anti Social Social Club, Supreme and, now, Off-White. If ever a ribbed aluminium suitcase could break the internet, Virgil Abloh was the man to put the wheels in motion.
Arnault teased the collaboration on his personal Instagram account in September 2017, but the transparent polycarbonate carry-on cases will make their official debut when they roll down the catwalk on June 20 at Off-White’s Paris menswear show.
The clear design accented with black handles, wheels and discreet labelling on the locks follows Abloh’s recent collaborations with Ikea and Nike, in which he invited fans to co-curate the design by keeping it see-through. The collaborative luggage also plays on the concept of privacy culture, and comprises Rimowa’s latest functionality updates, which have been pushed out in time for the German luggage brand’s 120th anniversary.
In April, Arnault told the Condé Nast International Luxury conference that “social networks have redefined the balance of desirability” and that “snapping and sharing images makes them valuable”. To maximize the collaboration’s social media currency, select friends of the brands will be gifted personalized black aluminium cases emblazoned with the Off-White branding, “Personal Belongings”.
“A beautiful piece of luggage is the first accessory to any great experience, and it plays a fundamental role in the autobiography we write on Instagram,” Arnault continued. “The next generation is seeking a more intense life than the last one, so we must service this.” Prepare to see Abloh’s stamp infiltrate your feed once more, as Arnault further establishes himself as LVMH’s secret weapon.
Now Read: How Naomi Campbell Became an Icon, in Her Friends’ Words
This story originally appeared on Vogue UK.
