RIMOWA

Mar 2026

For the Rimowa Original Backpack Campaign 2026, photographer Nigel Shafran crafts an intimate visual narrative that redefines luxury as a fluid, functional companion to the everyday. Working alongside fashion editor and stylist Rae Boxer, the campaign elevates the iconic grooved aluminum aesthetic of the brand through a lens of editorial minimalism. By placing the backpack within the frame of a serene, light-filled domestic sanctuary, the imagery suggests a seamless blend of high-end travel gear and personal expression. Set designer Justine Ponthieux grounds the series in a sophisticated, minimalist interior characterized by herringbone floors and classic molding, which provides a stark, elegant contrast to the industrial texture of the signature metallic shell. Featuring model Nicholas Braun, the campaign utilizes a deliberate live-action technique to capture candid, human-centric moments—whether he is finding focus in a quiet workspace, enjoying a solitary breakfast, or integrating the bag into the rhythm of his creative hobbies. Each composition leans into the clarity of natural light to accentuate the tactile quality of the hardware, framing the backpack not merely as a carry-all but as a versatile fixture of modern life. This commercial project successfully bridges the gap between heritage design and contemporary lifestyle, presenting a cohesive vision that feels both aspirational and deeply lived-in, capturing the essence of the fashion and accessories industry with understated confidence.

Lifestyle, Commercial, Commercial, Commercial

Natural light

Bags & Accessories, Fashion