Rimowa revives archival design in throwback campaign

March 31, 2025

The new collection is based on luggage from nearly 40 years ago. Image credit: Rimowa

LVMH-owned German luggage brand Rimowa is leaning on nostalgia for its latest launch.

This month, the brand unveiled its reimagined Holiday Case, bringing back a design that made its debut in the late 1980s. The limited-edition collection’s release is accompanied by a campaign that winds the clock back to the piece’s introduction, transporting modern consumers to a bygone age of relative peace and prosperity.

On the go
Now known as the Holiday Case, the luggage was first presented as the “der Reisekoffer für junge Leute,” or “the suitcase for young people,” in 1988.

The piece stood out at the time – and today – for its bright blue, yellow and red colorways. Its design was a sign of the “creative explosion” of the decade, an artistic dialogue the maison looks to rekindle in the modern day with its new campaign.

The label’s latest initiative aims to connect the suitcase to the jubilee of international travel through out-of-home placements. Image credit: Rimowa

Rimowa’s original marketing push for the Holiday Case showcased the designs in somewhat surreal imagery, depicting the vibrant suitcases in far-away vacation destinations, surrounded by cocktails, lush vegetation and crystal-clear waters on the beach, by sunshine and golden sands at a picturesque canyon and by the remains of ancient ruins.

The idea behind the original initiative is that the luggage would take the customer to these traditional, yet sometimes unattainable, getaway spots. Now revived in the 21st century, the campaign imagery displays modern travelers looking at the original advertisements while on the go, Holiday Case in hand.

An air of adventure also drives the campaign, as the 1980s-era posters spotlighted in the stills are said to inspire the captured consumers to make trips to their respective dream destinations.

An archive piece makes its bold return.
Introducing the new lifetime-guaranteed RIMOWA Holiday Case collection, a celebration of a colourful design.
Discover this polycarbonate interpretation at https://t.co/f6pHQ0nPff.#RIMOWA pic.twitter.com/Vp9ok043Sf
— RIMOWA (@RIMOWA) March 27, 2025

The limited-edition Holiday Case collection is available now online and in-store, with each piece forged from polycarbonate and backed by Rimowa’s lifetime guarantee; the suitcases retail for $1,200.

Turn back the clock
While the brand is looking to engage audiences with a nostalgic feel with the launch of the new Holiday Case and its corresponding campaign, its other recent releases have gone for a similar vibe.

The company’s annual holiday marketing endeavors take on an animated style, appealing to young people and those who appreciate the art form alike. Its hand-drawn look has also expanded to other initiatives, including its Chinese New Year activation and various other spots throughout each year, becoming another staple of the label’s advertising language.

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Around this time last year, Rimowa brought back another dormant design, relaunching the Hammerschlag suitcase in partnership with German composer and musician Nils Frahm, reviving the piece that made its debut in 1966 (see story).

Nostalgia and prominent names of the past have proved fruitful for luxury brands as of late, with Swiss watchmaker Breitling being at the forefront of the conversation. The marquee recently announced that it will resurrect the long-dead Swiss watchmaker Gallet as an entry-level luxury brand alongside fellow idle Swiss horology label Universal Genève in 2026 (see story).

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