AD: For your project you have brought a number of artists to your side who share their stories about love and travel. How did the selection of the artists come about?
Rimowa: We always look to artists that are true fans of the brand and share in our values and vision. For Pride Month, in particular, we wanted to promote LGBT+ artists from around the globe with a wide range of travel experiences, perspectives, and stories to tell.
AD: What has to change in the industry to create more attention and in the long run more normality for minorities like LGBT+ people?
Rimowa: Industries would be wise to not use or capitalize on LGBT+ culture merely to promote products without going a step further to make any lasting impact, whether that be donating time or funds to LGBT+ causes or committing to diverse and equitable work environments.
AD: What part does Rimowa play in this change?
Rimowa: As a global travel brand, inclusion and open-mindedness are at the core of what we do. We pride ourselves on selecting and promoting a range of talent, both emerging and more well-established from diverse communities of varying visibility. It is our belief that only like this can we represent our global audience to the best of our ability.
AD: Now Pride Month is already over, we would like to take a look into the future together with you. What happens next, how will Rimowa transfer this attention to the LGBT+ community into their concept in the long run? What did you learn from your project?
Rimowa: We will continue to highlight LGBT+ voices and explore how we can use our platforms to promote inclusivity.