China‘s emerging starlet Zhao Jinmai has become the face of a whimsical campaign for Rimowa‘s colored suitcase series.
Created by the brand’s in-house team, the campaign features Zhao traversing the great outdoors, lush mountains, and cityscapes, eventually fleeing to the moon, all rendered via cutout paper collages.
The campaign, which is dedicated to the Greater China market, reflects a sense of ease and playfulness conveyed via the colorful polycarbonate cases. Introduced in 2019, the lightweight cases are a part of Rimowa’s Essential range.
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Its latest collection, available on WeChat’s Mini Program and in stores, comes in eight subdued shades, including granada pink, verde green and nautical blue.
Launched just in time for summer travels, the campaign also marks the debut of Zhao as Rimowa’s official friend of the brand. Last March, Rimowa named “King of Mandopop” Jay Chou as its first global ambassador from the country.
“Known for her graceful charm, versatility and evolving artistic depth, Zhao has grown from being adored as the ‘Nation’s Daughter’ into one of the most promising stars of her generation,” Rimowa said in a statement.
The Chinese pop culture term “Nation’s Daughter,” which can be loosely translated to “the girl next door” archetype, often refers to celebrities who were once child stars and continue to portray down-to-earth female characters that are loved by the public.
“Zhao brings a unique energy and authenticity that perfectly matches Rimowa’s deep commitment to design and artistry,” Rimowa added.
Zhao is best known for her role in the children’s film franchise “Balala the Fairies” and titles including the 2019 sci-fi film “The Wandering,” as well as series including “Growing Pain,” “A Little Thing Called First Love,” “Reset” and “Amidst a Snowstorm of Love,” released last year.
Since last year, Zhao has been the face of Miu Miu. She has attended the brand’s runway shows, showed up at local events, and appeared in the brand’s Year of the Snake campaign alongside fellow Chinese actress Liu Haocun.