Kendall Jenner named FWRD global creative director as Revolve widens partnership

Revolve Group, the Los Angeles-based online fashion retailer, said on Tuesday, October 13, 2026, that it has expanded its long-running partnership with model Kendall Jenner, naming her global creative director of its luxury platform FWRD and an ambassador for its own label, Revolve Los Angeles. Jenner has worked with FWRD since 2021, when she was first appointed its creative director. In the wider role she will continue to shape the retailer's digital creative work, including which brands it carries, its monthly trend edits and major marketing campaigns, and she will front campaigns and appear at major events for Revolve Los Angeles.

The appointment shows how the job of "creative director" is changing in online fashion. At a traditional fashion house, the creative director designs the clothes. At an e-commerce platform like FWRD, the role is closer to that of an editor and tastemaker: choosing which designers to stock, setting the visual style of the site and social media, and deciding how trends are presented to shoppers. Giving the title to a well-known model links the platform's image to someone whose personal style already has a large following.

For Revolve, the logic is commercial. Online luxury retail is crowded, and a recognisable figure can help a platform stand out and keep customers loyal. Extending a partnership that has run since 2021, rather than signing a new name, also suggests the company believes the arrangement has worked.

For readers interested in careers in fashion, the move is a reminder that influence in the industry now comes from several directions. Designers, stylists, buyers and content creators all compete to set trends, and the line between a model, a curator and an executive is becoming less clear.

There are open questions. Revolve did not publish financial terms, and it is not clear how much of the day-to-day creative work Jenner will lead herself compared with the company's own buying and design teams.

Short-term: Expect FWRD's campaigns, trend edits and social media to carry Jenner's name more prominently, and Revolve Los Angeles campaigns to feature her.

Long-term: The deal adds to a trend of online retailers giving well-known personalities creative titles to build brand identity and customer loyalty.

Who is affected: Shoppers on FWRD and Revolve, designers stocked on the platforms, and fashion brands weighing celebrity partnerships.

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