Kendall Jenner has a bigger job title. On Tuesday, 13 October, Revolve Group announced that Kendall Jenner is now global creative director of Fwrd, its luxury e-commerce platform, while also becoming an ambassador for Revolve Los Angeles. The model and 818 Tequila founder was first named creative director of Fwrd in 2021, so the new role is a promotion that formalises five years of influence over what the retailer buys, shoots and sells. Here is what Kendall Jenner's Fwrd global creative director role actually involves, what Revolve said, and why celebrity creative directors are now a serious business strategy.
Kendall Jenner's new Fwrd role: what was announced
According to WWD, Kendall Jenner is "expanding her partnership with Revolve Group, taking on the title of global creative director of Fwrd while also becoming a Revolve Los Angeles ambassador." Complex, which received a statement from the company, confirms the announcement was made on Tuesday, 13 October.
In the global creative director role, WWD reports, Jenner will continue overseeing Fwrd's digital creative direction, including designer selections, monthly trend edits and major marketing campaigns. As a Revolve Los Angeles ambassador, she will appear in campaigns, attend brand events and collaborate on exclusive projects — what Complex reports the Revolve team has billed as "exclusive fashion moments."
What Kendall Jenner said
In a statement shared with WWD and Complex, Jenner said: "I'm incredibly excited to continue this partnership with Fwrd and expand my relationship with Revolve Los Angeles. Over the past five years we've built something that feels authentic to who I am and how I approach fashion."
She added: "I love discovering new designers, curating pieces I genuinely wear and helping shape the creative vision behind Fwrd. I'm looking forward to bringing that same energy to Revolve Los Angeles and continuing to create inspiring fashion moments together."
The key words there are "pieces I genuinely wear." Kendall Jenner's off-duty wardrobe — the minimal tanks, the sharp tailoring, the quiet-luxury leather — has always been her most powerful sales tool, and Fwrd has built a large part of its identity around it.
What Revolve Group said
Raissa Gerona, president of brand and partnerships at Revolve Group, told WWD: "Kendall has been an important part of the Revolve family for many years, and her influence on Fwrd has helped shape the brand into one of the industry's leading luxury fashion destinations."
Gerona continued: "As we continue to evolve both Fwrd and Revolve Los Angeles, expanding our partnership with Kendall felt like a natural next step. She has an unmatched ability to connect with consumers through fashion, and we're excited to continue building on everything we've created together."
Why the Fwrd global creative director title matters
The business case
The announcement is not just a vanity title. WWD reports that it comes as Revolve Group looks to grow its international business, and that Fwrd reported a 14 percent increase in net sales year-over-year for the year-to-date period ended 30 June, with double-digit net sales growth outside the United States. The word "global" in Jenner's new title lines up neatly with that push.
The celebrity creative director era
Fashion has spent the past few years rethinking what a creative director is. Inside luxury houses, the job still belongs to designers — this month alone, the industry has been consumed by the question of who will succeed Anthony Vaccarello at Saint Laurent. But at retailers and lifestyle brands, the creative director increasingly means a person with taste, reach and a camera-ready wardrobe. Kendall Jenner does not design Fwrd's clothes; she edits them, styles them and fronts them. For an online retailer competing for attention, that curation is the product.
Model, founder, curator
Kendall Jenner, 30, is one of the most recognisable models of her generation and the founder of 818 Tequila, and she remains a runway fixture — she walked for L'Oréal Paris at Le Défilé during Paris Fashion Week this autumn. The Fwrd role sits alongside all of that, giving her a year-round platform to shape what her audience actually shops.
What it means for shoppers
If you shop Fwrd, expect Kendall Jenner's eye to be even more visible: the designer selections, the monthly trend edits and the big seasonal campaigns all run through her remit. The Revolve Los Angeles ambassador role, meanwhile, puts her face on the group's own label, with campaigns, events and exclusive projects to come.
For a sense of her taste, look at what she wears off duty. Her formula is consistent: a strong neutral base (black, white, camel, chocolate), one sharp structured piece such as a leather jacket or tailored coat, slim or straight trousers, and minimal jewellery. The Revolve image that ran with WWD's report — Jenner in a sheer black long-sleeved bodysuit against a pale blue sky — says the same thing in one frame: clean lines, few distractions.
Frequently asked questions
What is Kendall Jenner's new role at Fwrd?
Kendall Jenner is now global creative director of Fwrd, overseeing its digital creative direction, designer selections, monthly trend edits and major campaigns. She is also a Revolve Los Angeles ambassador.
When did Kendall Jenner become Fwrd's creative director?
She was first named creative director of Fwrd in 2021. The expanded global creative director title was announced on 13 October 2026.
Who owns Fwrd?
Fwrd is a luxury fashion e-commerce platform owned by Revolve Group, which also owns the Revolve retail site and the Revolve Los Angeles label.
More Kendall Jenner and fashion industry news on Cover Issue
For Kendall Jenner on the runway this season, read our report on Kendall Jenner at L'Oréal's Le Défilé 2026 in Mugler at https://thecoverissue.com/kendall-jenner-loreal-le-defile-2026-mugler — and for the biggest creative director story of the month, see Anthony Vaccarello leaves Saint Laurent at https://thecoverissue.com/anthony-vaccarello-leaves-saint-laurent-chemena-kamali.
