Fashion favourite and frequent traveller ADWOA ABOAH is the new face of Rimowa, the German luggage brand with a religious following, writes KIERAN HO
FASHION SHOWS, CAMPAIGNS, magazine covers: Adwoa Aboah has done it all. Her unusual face and name have both become household, and her journey to the top has been an inspiring one. Besides gracing the top runways internationally, Aboah is an activist for female issues ranging from anxiety and illnesses to teen independence and plastic surgery. In celebration of luggage maker Rimowa’s 120th anniversary, the brand has chosen the British model as its spokesperson, and finds parallels as it revisits its ethos and role as a resilient companion for a lifetime of purposeful journeys.
How does Rimowa inspire you?
There are many reasons, but what I love is that it’s subtle. It’s not trying too hard. It’s a brand that knows its worth. It has respect for its products and doesn’t change it up just to fit in.
What is Rimowa to you?
Rimowa has been part of my life because I spent my whole time unpacking and packing. It was the first suitcase I bought myself, because my parents had it. When I got some money, I saved up and got myself a massive red one – and yes, it’s my suitcase.
How do you feel about being part of Rimowa’s first global campaign?
To be part of Rimowa’s first global campaign, I mean… that’s madness!
I’m working with an amazing team and I have been creatively involved. The other talent is remarkable and I feel really honoured to be looked upon in the same realm as them, even though we all do different things. I just feel really honoured that they chose me for the first time – that they are gonna do something like this.
What’s the concept of your icon film?
My icon film has an underlying tone of Gurls Talk and everything I do within activism, mental health and everything that falls under that umbrella. The upfront image and storyline is the idea that I am always on the go and always travelling. We are capturing both the exhausting sides and the exciting parts of that. It has a sort of conscious and subconscious feeling, as if I am almost talking to myself. It’s almost like a mantra – to keep on going, even though it’s a bit difficult sometimes, and to take it all in, cherish the moment and say yes.