Rimowa’s New Personal Collection Set To Take Over Your Instagram Feed
The luggage brand recognisable for its signature grooves and sleek design is taking on the tiny bag trend with aplomb.
Leave it to a millennial to take a 122-year-old luxury brand and realign it with the 21st century. Since taking the helm of Rimowa in 2016, CEO Alexandre Arnault has spearheaded a major revamp of the LVMH-owned classic luggage brand, introducing a new visual identity that has resulted in some of the most Instagrammable collections of recent years.
Arnault is the brains behind Rimowa’s huge industry collaborations with Off-White, Fendi and Supreme (which sold out in 16 seconds) – but, for the latest collection, the 28-year-old CEO is thinking small.
First unveiled on Dior Men's spring/summer 2020 runway, as part of the brand’s recent collaboration under Kim Jones’s direction, the Personal collection merges Rimowa’s iconic ridged design with the recent trend for tiny bags.
Its debut also marks the 20th anniversary of Rimowa’s first-ever polycarbonate suitcase, which was an instant hit with the fashion set and celebrities alike when it launched in 2000. In the two decades since it appeared, the original aluminium suitcase has racked up just as many air miles as the stars carrying it. Everyone from models Cara Delevingne and Rosie Huntington-Whiteley to actors Jessica Alba and Kristen Stewart have been captured with a Rimowa in tow in the arrivals hall.
Replicating the brand’s instantly recognisable grooved polycarbonate shell, the Rimowa Personal collection takes the hard-case luggage, long associated with luxury status, to create a unisex mini-me version. The crossbody bag can be worn with a detachable, adjustable, colour-matched leather body strap or carried like a clutch – and is just the right size for your daily essentials.
Crafted for the first time in ultra-lightweight, dent-resistant grooved polycarbonate, the Rimowa Personal’s leather-lined interior features two open compartments, a zip pocket and three card slots.
With four colours to choose from come 3 December – two permanent shades (black and white), plus two seasonal hues (Desert Rose and Cactus) inspired by the Mojave Desert – expect the Rimowa Personal collection to take over your Instagram feed in due course.