**Rimowa CEO Emelie De Vitis on the Seit 1898 Exhibition and Never Still Campaign**.
**FashionNetwork.com:** Can you tell us a bit about the Seit 1898 exhibition? How did it come about?.
**Emelie De Vitis:** I’ve always been fascinated by the history of the brand and I’ve been studying it quite a lot since I joined almost three years ago. I believe that knowing where you come from is very important to understand where you’re going. And, obviously, we are 125 years old this year; so it was the perfect timing to tell this amazing story of the brand..
I think one of the things I didn’t expect was how rich and beautiful the story is. We have all the suitcases from the very first one to the ones we make today. It shows you the evolution of the brand, the materials that were used, and the shapes that were created. It was like discovering a lost treasure and I wanted to share it with everybody..
**FNW:** What were some of the standout pieces for you?.
**EDV:** I think the first suitcase that was ever created — the wardrobe trunk — is amazing. It was never actually sold, but it shows you the beginning of our story and the ambition of our founder. And then I think the other one is the suitcase that belonged to Marlene Dietrich. She had it personalized with her name and it’s quite special because it’s not just any suitcase. I think it reflects the timelessness of the brand and how our suitcases accompany our customers on those special trips that become part of who they are..
**FNW:** The exhibition is part of a wider Never Still campaign. Can you tell us about that?.
**EDV:** The Never Still campaign is about celebrating our heritage and our craftsmanship, but also talking about the future. We are constantly evolving and we are constantly innovating. We’re never standing still..
The campaign features a series of portraits of people who are always on the move. They’re all using Rimowa suitcases, but they’re all from different backgrounds and have different stories to tell. I think it’s a very inspiring campaign and it really reflects the spirit of the brand..
**FNW:** What do you hope people will take away from the exhibition and the campaign?.
**EDV:** I hope that people will come away with a greater appreciation for the history and heritage of the brand. I also hope that they will be inspired by the stories of the people featured in the Never Still campaign. And, of course, I hope that they will be inspired to travel more!.
**FNW:** What’s next for Rimowa?.
**EDV:** We have a lot of exciting things in the pipeline. We’re continuing to expand our product range and we’re also looking at new ways to reach our customers. We’re a very ambitious brand and we have big plans for the future..
I think the future of travel is very bright. People are more connected than ever before and they’re traveling more than ever before. We’re perfectly positioned to take advantage of this trend and we’re excited to see what the next 125 years hold for Rimowa..
