FWRD, a luxury retail site based in California, introduced “Keeping up With the Kardashians” star and supermodel Kendall Jenner as their newest creative director. The announcement was made in several Instagram posts by Jenner, FWRD, and Vogue magazine.
“[this position] means an additional step in my journey with fashion, where I can work with the brands and creative teams l’ve admired in fresh new ways,” Jenner said. “I see this as a great opportunity to put what I’ve learned into practice.”
As the creative director, it will be Jenner’s job to know what appeals to the target audience and decide what designs are produced and showcased on the site. Although Jenner doesn’t have a degree in fashion, she has design experience with her and her sister’s clothing line Kendall and Kylie, which is mass-produced and sold in PacSun, Forever21, and more.
“She should be fine, however I can’t see her being asked to come and work as a creative director for Gucci or Louis Vuitton because she doesn’t have that background. Just because you’ve worn it doesn’t make you that knowledgeable about it. You’re not necessarily able to design it,” says Fashion Marketing teacher Kimberly Rush.
FWRD’s website offers clothing up to $10,000 for a single garment. They carry designer brands such as Balenciaga, Bottega Veneta, Versace, Givenchy, Tom Ford.
“I think that her [pop culture] influence will change a lot because she does have a unique fashion sense,” said fashion marketing student Giselle Gonzales.
Photo by: Jonathan Emma