Runway to retail! Supermodel turned ‘Creative Director’ Kendall Jenner to lead ‘FRWD’ from September 8

Strutting straight from runway, supermodel and influencer Kendall Jenner has landed straight into retail! Luxury e-tailer FRWD welcomed Kendall Jenner onboard a few days ago with another title to her credit. Making it Insta-official, the fashion retailer announced the Keeping Up with the Kardashian star as its new ‘Creative Director.’ According to Vogue, the model is all set to step into her new role from September 8, 2021.

FRWD, a part of REVOLVE Group, stated why they believe Kendall was the right choice for the role. Kendall is the epitome of luxury fashion, and there isn't a better fit for this position. The world looks at Kendall to lead the industry,” said REVOLVE Group’s chief brand officer, Raissa Gerona. As a creative director, the role will demand Kendall to lead the “the look and feel of the site, curation of brands sold on the site, monthly edits of must-have trends, styles, and looks, as well as marketing ideas, brand partnerships, and brand activations,” per FWRD’s announcement.


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In an interview with Vogue, the model said that she was focused on highlighting emerging talent in the industry with her role. "I work with a tremendous amount of people who not only inspire my high fashion but also my day-to-day choices. The digital space is also such an important tool for many of today's creatives, and it’s definitely a window into the next generation of talent," she stated. To commence her FRWD journey, the model shot a mini-campaign with renowned fashion photographer Glen Luchford and curated a special shopping edit exclusively for Vogue.


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This may not be Kendall’s first gig outside runway and modeling but this is her first role ever. However, she is not the only model-cum-influencer to land on this role.  Lately, many celebrities have been more than just a face for the brands or brand ambassadors. Kendall’s supermodel friend Bella Hadid has been named as the co-founder of drinks company Kin Euphorics and a face mask brand Loop announced model Emily Ratajkowski as their creative director as well.

(Source- Fashionista, Teen Vogue)