Highsnobiety

Kendall Jenner is the new creative director of FWRD, the luxury e-commerce site that deals in men's and women's fashion.

FWRD — which is owned by Revolve Group, Inc. — explained in a press release that Jenner will oversee the "look and feel" of the website, as well as curate its brand lineup and monthly edits of "must-have" products. The reality TV star-turned-model will also be in charge of "marketing ideas, brand partnerships and brand activations."

In a gushing statement, Revolve Group's chief brand officer, Raissa Gerona, described Jenner as "the epitome of luxury fashion," going on to assert that "there isn’t a better fit for this position."

Your Highsnobiety privacy settings have blocked this Instagram post.

Michael Mente, co-founder of Revolve continued: "Her multifaceted experience in the fashion industry and the vision she has outlined for the FWRD business has the potential to transform our business and the luxury business as a whole."

Of course, it remains to be seen how much Jenner will actually put into the company's development. Aside from 818 Tequila, she has virtually no business experience.

Your Highsnobiety privacy settings have blocked this Instagram post.

Reacting to the announcement of Jenner's new role, netizens quickly commented what we're all thinking.

"Imagine giving a job to people who actually work with creative fashion," one user wrote on Vogue's Instagram post celebrating the influencer's appointment.

"Doesn’t she pay a stylist to pick out her own clothes? Maybe that’s who should be director," another voiced on FWRD's page.

Jenner is one of many celebrities to don the creative director hat with scant experience. It's a phenomenon that's seen social media stars, including Love Island star Molly-Mae Hague, actor Dakota Johnson, and model Emily Ratajkowski, take the helm at PrettyLittleThing, Maude, and Loops respectively.

Just this morning, even, non-alcoholic beverage brand Kin Euphorics named Bella Hadid co-founder and partner.

I'm curious to see how Jenner's role in FWRD manifests — if she proves critics wrong, all the more power to her.

Until then, my outlook on her new venture remains firmly in the realm of one comment, "liked" nearly 5,000 times, on Jenner's Jacquemus campaign: "Go on girl give us nothing!"

We Recommend
  • Ayo Edebiri wearing Bottega Veneta's trench coat, shirt, tie, jeans, loafers, and Vendiamo bag
    Bottega Muses: A$AP Rocky, Kendall Jenner... Ayo Edebiri?
    • Style
  • Kendall Jenner leaves pilates wearing a black top, black leggings and Stussy x Nike sneakers
    Even Kendall Jenner's Downtime Outfits Outstyle Her Runway Looks
    • Style
  • Kendall Jenner wears a Balenciaga fur coat, GIA BORGHINI boots & MEGA earrings in Aspen
    So, Who *Didn't* Kendall Jenner Bring to Aspen? (Besides Bad Bunny)
    • Style
  • Kendall Jenner wears Phoebe Philo's black leather bomber and cape with wide white pants in December 2023
    Kendall Jenner Street Style > Kendall Jenner Runway
    • Style
  • Kendall Jenner wears Phoebe Philo & JW Anderson outerwear out in Aspen during a Christmas 2023 trip
    If Kendall Jenner's Sad About Her Bad Bunny Breakup, She Ain't Dressin' Like it
    • Style
  • Image on Highsnobiety
What To Read Next
  • air jordan 4 sail 2024
    The Air Jordan 4 Sets Sail & Strikes Gold
    • Sneakers
  • air jordan 4 sail metallic gold
    How to Make "Sail" Jordan 4s Better? Add a Hint of Gold
    • Sneakers
  • new balance sandal 2024
    New Balance's Dad Sandal Is Ready to Rule BBQ Season
    • Sneakers
  • Sha'Carri Richardson holding Jacquemus' black leather Nike Swoosh handbag
    Jacquemus' Latest Nike Collab Is Swoosh Genius
    • Style
  • tracee ellis ross asics sneakers
    Tracee Ellis Ross' ASICS Game Is Strong
    • Sneakers
  • avavav fw24
    AVAVAV FW24 Was So Trash
    • Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.