Kendall Jenner Launches Summer Campaign as Creative Director of FWRD

Nothing gets you into fashion trench coats like modeling. Without a doubt, Kendall Jenner is channeling her years on camera and on the runway into her role as creative director of FWRD, which she has held since September 2021. But there’s also no denying that the second-youngest daughter in one of the families most famous in the world has become almost as well known for what she wears outside of work hours as she does. So what made Jenner want to go into retail now? “Fashion is the perfect blend of art and commerce, and platforms like FWRD have always been great guides for me as to temporary trends and ideas that will stick,” she explains.

For her second campaign with the luxury e-commerce site, she shot under the blue skies of Malibu with photographer Valentin Herfray and stylist Carlos Nazario to show her vision of summer style. “For this shoot, I wanted to merge FWRD’s West Coast designer sensibility with my own in one of my favorite places, Malibu,” Jenner said. “I love the juxtaposition of this naturally sun-drenched decor with such strong and fun pieces for the season,” she continues. Read Jenner’s take on the season, her current designers, and shop some of her summer selection below.

Why did you want to take on the role of creative director at FWRD?

I grew up with fashion and had the incredible good fortune to work with some of the brightest people in the industry. As FWRD’s creative director, I enjoy helping curate the site’s offering with emerging designers and brands.

What is your favorite part of the job?

My favorite part was being able to contribute at every stage of the creative process, from sharing my new designer discoveries to collaborating with the photoshoot team on a more intimate level.

What was your inspiration for the campaign?

I wanted to capture a real west coast vibe, with all of our sunny days and beautiful ocean views. valentine [Herfray] and Carlos [Nazario] really invested in the concept to bring it to life.

Kendall Jenner summer campaign for fwrd

What has been the most unexpected part of working on this side of the business?

I learned so much about the intricacies of getting a product from the track to the point of sale. While the internet age has helped make many parties more efficient, it also places great pressure on the need to keep your eyes peeled for what your consumers want.

What are the brands and the atmosphere that attract you at the moment?

I’m really drawn to a slightly minimalist, effortless style with a French cool girl twist. A nice pair of jeans and a little tank top with nice accessories and I’m done. Brands I’m really excited about are The Row, Simon Miller, Toteme, Bode and Khaite, to name a few.

Kendall Jenner summer campaign for fwrd

What do you think most influences the way you dress?

The weather, of course, but also a combination of my mood and what caught my eye lately on social media.

How would you describe the FWRD client?

Savvy with strong points of view, and also ahead of the game both in style and not.

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