Rimowa selects Gut as global creative agency

German luxury luggage and lifestyle brand Rimowa has selected Gut as its global creative agency of record following a competitive pitch.

Campaign understands that the appointment was made through a statutory review, that runs every three years, and Rimowa and Gut will start working together immediately. 

Rimowa previously worked with Anomaly on its creative account. It is understood that it had also been taking part in the pitch, but pulled out of the process in the early stages. The agency created campaigns such as “Engineered for life” and “A lifetime of memories” for the brand.

The pitch process was led by the Netherlands branch of the agency, Gut Amsterdam. It is Gut’s first major win in the luxury category. 

The partnership will involve Gut Amsterdam collaborating with Rimowa to develop the brand's creative roadmap and launching an inaugural campaign for it in 2026. Gut will oversee the development of four campaigns for the brand.

Emelie De Vitis, senior vice president of product and marketing at Rimowa, told Campaign that Gut demonstrated “a deep understanding” of what made the luxury brand iconic and “how that mindset could be evolved to resonate with new audiences globally" during the pitch.

In a statement released by Gut, De Vitis shared that its final presentation during the process “blew us away”.

She said: “We were looking for an agency that could match our ambition and bring bold, fresh thinking to how we connect with our audience.”

Vitis also told Campaign that Gut’s strategic platform was “thoughtful, fresh and rooted in a strong cultural insight that felt both timely and timeless”.

“[Gut] provided a clear vision, culturally rich ideas and a holistic plan for how to bring them to life across markets, without compromising the integrity or heritage of our brand,” De Vitis added. “It really felt like the beginning of a true partnership.”

Anomaly has been contacted for comment.

Rimowa was acquired by French luxury powerhouse LVMH in 2016.

Hugues Bonnet-Masimbert, chief executive of LVMH, told Business of Fashion in 2024 that the brand’s sales nearly quadrupled in the five years following the acquisition and, although LVMH does not release individual brand earnings, Rimowa was one of three brands called out for “confirming their solid momentum”.