Kendall Jenner continues her role as creative director at FWRD with the launch of the brand’s latest summer campaign. The new edit draws from western references and warm-weather essentials, bringing together a tight mix of denim, crochet, and fluid textures.
The campaign builds on Jenner’s previous Spring collection edit, which dropped earlier this year in April. This latest installment pushes further into Americana themes, with a focus on structured staples, sun-ready fabrics, and clean silhouettes. Since taking the creative director position in 2021, Jenner has shaped the tone of several FWRD campaigns.
This season, Jenner features labels such as Khaite, The Row, and Kemo Sabe. Each brand adds a distinct element to the offering, from sharp tailoring to textured layering. The pieces range from slouchy denim overalls and breezy slip dresses to cropped knits and fringe-trimmed jackets. Accessories like suede boots and wide-brimmed hats sharpen the western edge without overpowering the look.
Photographer Cass Bird captured the new campaign through a relaxed lens, bringing a grounded energy to the imagery. Bird’s shots highlight the natural textures and earthy tones throughout the edit, reinforcing the summer-ready tone. Stylist Malina Joseph Gilchrist shaped the looks, balancing minimal shapes with sharp detailing.
Jenner wears several hero items in the campaign, including a sheer slip dress worn with leather boots, a crochet bikini styled under a washed denim shirt, and high-waisted jeans paired with sculpted tops. The clothing leans into contrast through fabric choices, from raw denim to open knits and soft suedes.
The overall direction keeps the focus on easy layering, flattering shapes, and muted colors. The pieces can move between settings, from a beachside escape to a desert shoot, without shifting the visual tone.
FWRD’s latest release under Jenner continues the approach set by her earlier campaigns: mix established names with distinct edits, keep the styling sharp, and allow the pieces to speak for themselves.
With this summer campaign, Jenner strengthens her presence in the creative role while continuing to shape FWRD’s visual identity. The campaign pairs accessible textures with curated labels, offering an edit that reflects both her personal aesthetic and the store’s curated edge.
