RIMOWA was entering handbags for the first time, so the challenge was to move from luggage into everyday life without losing the design codes that made the brand iconic.

We defined the proposition and name, Original Bag, then introduced it through a global campaign that treated the city as a continuous 24-hour journey. Central Cee, Liu Wen, IB Kamara and Larissa Hofmann showed how the bag could move naturally through different lives, styles and moments, captured by Jordan Hemingway and Louise and Maria Thornfeldt. New York Fashion Week became the physical stage through The Original Bodega at WSA Café, while a coordinated countdown across retail, site, social and PR turned the category launch into a cultural reveal. Around the hero cast, we built a global KOL framework that helped regional teams select people whose style and credibility could make the product locally relevant.

Role: Senior Creative - proposition, naming, global campaign development, KOL strategy and launch activation.