German luggage brand Rimowa has resumed its Never Still campaign. Chinese pianist Yuja Wang is the newest addition to the international advertising run. The premium lifestyle company has previously tapped the likes of LeBron James and Dior Homme’s Head Designer Kim Jones.

This latest edition shows Yuja Wang under a never before seen angle, emphasizing on her life’s story. The Chinese musician has been travelling since her teenage years, leaving her home country at the age of 14, to go to the conservatory, in Canada.

The campaign is centered around the road, and individuals. Each of the personalities selected by the German luggage manufacturer, share interesting and inspirational personal stories. Yuja Wang shares her experience of living on the road. “We are not defined by the things we have done, but by what we have yet to do, by those we haven’t met; the notes we haven’t played.” the pianist voices over the video.

This philosophy behind the campaign stems both from the musician’s great sense of style, as well as her life experiences. The two are the common denominators throughout the whole advert.

Previously, the Never Still campaign featured key personalities from Roger Federer to Yoon Ahn and from Virgil Abloh to Chef Nobu Matsuhisa.

Tawfik Akachar
Senior Writer, Paris
Tawfik is a pop culture enthusiast that has a soft spot for the study of emerging movements, casual chic fashion, and technical clothing. Although he loves different foods from all parts of the globe, he considers fried chicken to be the best dish, ever.