In early June, Rimowa’s co-CEO Alexandre Arnault, 26, son of LVMH chairman Bernard Arnault, posted a photo of a transparent luggage with the cheeky caption, “Bypassing airport security ✈️🔥@virgilabloh @rimowa @off_white”.
Only that it wasn’t a joke, and the see-through luggage wasn’t some sort of high-concept experiment.
USD$1,000 is the price you pay to expose your travel essentials — and a taste for cool collaborations — to the world at immigration checks.
Alexandre, together with designer-DJ and founder of haute streetwear label Off-White Virgil Abloh, flipped the idea of a carry-on luggage on its privacy-conscious head. Who cares if airport security saw your rachet intimates, right?
Abloh, who was recently appointed men’s artistic director at Louis Vuitton, says, “This collaboration was an experimentation where we studied traveling and one’s emotional connection to their “personal belongings”. This Project had been in the works for a while, and now the accumulation of various ideas from over a long period of time will be released to the world.”
Rimowa says the transparent design is a “brazen, yet playful response to today’s obsessive talk of privacy culture of surveillance and anonymity”.
The ironic luggage would make a timely statement piece in a time where Facebook is under fire again for yet another privacy breach: The leaking of private information of 14 million users in May 2018. The news comes as a double whammy to the social media giant after the damaging Cambridge Analytica debacle earlier this year.
All eyes are on Rimowa’s newish young co-chief Alexandre, who took over the baggage behemoth in 2016.The collaborations aren’t just sardonic takes on trending conversations. His affinity for partnerships with social stars and cult streetwear brands like Anti Social Social Club and Supreme is breathing new life into the 120-year-old German luggage maker.
Slapping on the Supreme logo rocketed the cachet of the Rimowa suitcases. The limited-edition luggages were sold out almost instantly — both dimensions in red and black colours, in under 34 seconds — when it was launched in Europe in April 2018.
The Rimowa x Off-White suitcase will roll out June 20 at Off-White’s Men Fashion Show in Paris. The limited edition cases are available in selected stores in Germany, Paris, London, New York, Los Angeles, Hong Kong and Tokyo.