Michael Rider introduces his first Celine campaign with the New Luggage, a redefined icon arriving in stores this fall.
Summary
- Michael Rider’s first CELINE campaign spotlights the return of the Luggage bag, reimagined as the New Luggage.
- The updated design introduces a fresh silhouette and the new “Smile Variation” zipper detail.
- Arriving in September, the launch includes multiple sizes, luxe materials, and a spectrum of colors from citrus to crocodile.
Michael Rider’s first campaign for CELINE centers on a house icon: the Luggage. The designer, who introduced his Printemps 2026 debut runway collection in July, brings the bag back as the New Luggage, updating its proportions and introducing what the brand calls the “Smile Variation.”
The silhouette has been reworked into something sharper and more versatile. Alongside the familiar small and medium sizes, an oversized east-west version joins the lineup. Each is cut in supple, shiny lambskin chosen for its smooth surface and subtle sheen. The Smile Variation adds a distinctive zipper detail that gives the bag an almost graphic expression, a pointed reworking of CELINE’s codes.
Photographed by Zoë Ghertner, the campaign highlights the bag’s construction and attitude, positioning the New Luggage at the center of Rider’s first chapter at CELINE. The color palette is equally considered: black, tan, citrus, oxide blue, and deep brown, with additions that include beige suede calfskin and a crocodile edition in black and chocolate. Together, the range moves from daily utility to collectible luxury.
The New Luggage Smile Variation will pre-launch in September at select stores and on celine.com, with more sizes, styles, and colors arriving in November. For Rider, the relaunch signals intent: honoring a CELINE classic while shaping a new vocabulary of his own.
