The luggage brand’s new edition of the historic journal centers on identity, movement, and memory
Rimowa celebrates Pride Month 2025 by unveiling the fourth edition of ‘Der Eigene,’ a historic queer journal. The initiative spotlights contemporary queer American life through a series of intimate portraits and personal insights.
Returning to its commitment towards queer history, Rimowa reissues “Der Eigene,” a journal originally established in Berlin in 1896 by activist Adolf Brand as a vital platform for gay art and self-expression. First revived by the brand in 2022, the publication has since become an annual June release, aligning with Pride Month commemorations. This consistency reflects authentic representation and community engagement for Rimowa.
For its 2025 edition, Rimowa partnered with celebrated fashion photographer Collier Schorr, recognized for her extensive body of portraiture that explores themes of identity and adolescence, often blurring the line between documentary and fiction in her nuanced portrayals. Working with casting director Nicola Kast, Schorr curated a collection of 15 portraits featuring individuals from New York City’s diverse queer cultural scene. These photographs, accompanied by Q&As, serve as identity manifestos, offering a snapshot of belonging and the intricate layers of queer American life.
The reintroduction of “Der Eigene” underscores the effort made by brands to acknowledge and uplift historically marginalized voices, particularly during cultural moments like Pride Month. By choosing a medium rooted in queer activism and collaborating with an artist of Schorr’s caliber, Rimowa extends its engagement beyond conventional marketing, fostering a deeper connection with its audience.
Only 300 complimentary copies of this special edition of “Der Eigene” will be available starting June 26, 2025, at select Rimowa locations in New York, Berlin, Paris, and London. This limited release serves as a reminder of the project’s artistic rather than commercial intent, signaling a focus on cultural contribution and dialogue within the queer community. The collaboration provides a forward-looking insight into how luxury brands are increasingly leveraging partnerships to articulate meaningful social commentary and reinforce their position as cultural patrons.
