Kendall Jenner has another major announcement to make following the debut of her tequila line and her comeback to the runway this year. She is now the creative director of luxury e-retailer FWRD.
The 25-year-old model wrote on Instagram, "I've learned so much over the years as a fan of fashion and having been tremendously blessed to work with some of the most talented people in this field." To learn even more and assist select the site's offering with young designers and companies, I am thrilled to be the new creative director of @fwrd!" According to a press release, Kendall will oversee "the look and feel of the FWRD's site" in her new role as creative director. Customers will be able to browse her selection of designers and trends, which will include Acne Studios, Bottega Veneta, The Row, and Balenciaga, among others.
New York Fashion Week, which begins on September 8th, will be the model's first public appearance as creative director. Aspiring and independent designers will be given particular consideration.
Jenner told Vogue, "I think in some little way this is an opportunity to give other new creatives this kind of platform.". The people I work with not only influence my high-fashion decisions, but also those I make on a daily basis. Many of today's creatives rely on digital space as a tool, and it serves as a glimpse into the future generation of creativity.
The FWRD team celebrated their work with Kendall by having photographer Glen Luchford and stylist Carlos Nazario create a unique campaign. Jenner appears in a special ad for the brand, showcasing new pieces from the autumn/winter collections. Revolve Group, the company that owns FWRD, takes pride in its ability to connect with millennials and Gen Zers through digital channels. With her extensive experience in the modeling industry, Kendall Jenner believes she can assist other creatives reach their full potential. She emphasized that for them, the internet sphere is a critical platform.
A look into how celebrities like Chloe Sevigny and Solange Knowles become creative directors at Opening Ceremony and Puma, respectively. For a while prior to it, there was controversy around the hiring of Alicia Keys as creative director of Blackberry, and Rihanna as creative director of Polaroid.
To be a CD for an internal role means that one of your key duties is to promote the brand as effectively as possible, and this is just another method to do that, explains Sam Richardson, 20ten's creative director.
Designers like Virgil Abloh and celebrities like the Kardashians and CK have always had a strong influence on fashion, but now we're seeing a merger of the two.
However, it's debatable whether or not previous CD hiring were anything more than a publicity gimmick. Even though Lady Gaga held the title, no one expected her to be in charge of the Polaroid division.
Press releases praising Hague and Jenner on their new positions, on the other hand, have made a point of highlighting the important work they will be performing. Both of them will work closely with creator Umar Karmani on the brand's strategy in the United Kingdom and Europe, as well as monitor and manage PLT's advertising campaigns and collaborations. The latter, on the other hand, has been tasked with overseeing the FWRD's website design, brand revisions, and marketing, partnerships, and public relations (PR) initiatives.
As Hague went on to explain, "basically, I have creative input/lead in numerous parts of the brand" For me, it's a 24-hour job where I share ideas, come up with new concepts that are great, have input on shoots and events, you name it.
Nick Stickland, the founder and executive creative director of Odd London, a fashion-focused ad agency with clients ranging from Adidas and New Look to MS, wasn't dismissive of Hague and Jenner's new roles, which may surprise some. However, as a new order CD, he said, their long-term success is strongly reliant on the clarity of job descriptions.
Media heavyweights like Molly or Kendall in this role can help PLT extend its audience by making relatable appeals to their target demographic. In the case of Molly, this can take her from consumer to creative leader in a matter of days.
They might not be expected to manage the distractions of brand politics and commercial limitation, but rather to use luxury and focus as insight and creative infusion to secure the brand's long-term viability.
They have an uncanny capacity to generate an audience, even if they don't meet all the requirements listed on a resume. As Jenner has over 186 million Instagram followers, one post may make or ruin any new designer's career that FWRD represents. Hague, on the other hand, has almost 6 million Instagram followers. As a result, they must be treated with respect.
Should [the CD function] usually involve management rank or be a soft space for expounding a vision?" Recently, the way we work and what we demand from business practice standards has accelerated. In some ways, things have gone too fast and we need to catch up as life continues to normalize." Stickland will go on for a little longer. When celebrities become creative directors, it doesn't mean they're a danger to those already in the position. Instead, it means they're being encouraged to work with new conventions of casting, such as "old school experience x instant fame."
Richardson, of 20ten, thinks that no one should be surprised by the continual shifts in the CD role.
It's possible, but unlikely, that people's perceptions of what a creative director actually performs in a day-to-day capacity would change because of these high-profile hires. According to him, "Creative director" carries with it the connotation of having a deep and personal connection to the company being advertised.
"Social media has altered public perceptions of brands. A prominent brand advocate goes above and beyond simply marrying a face with a logo to win over customers who want to trust in your business's platform and mission. If it's profitable for the corporation, it will be around for the foreseeable future. There will definitely be more in the future if it works and sales go up."
