Nothing puts you in the fashion trenches quite like modeling. Doubtlessly, Kendall Jenner is channeling her years in front of the camera and on the runway into her role as creative director of FWRD, which she’s held since September 2021. But there’s also no denying that the second youngest daughter in one of the most famous families in the world has become almost as well known for what she wears off-duty as she does on. So what made Jenner want to make the move into retail now? “Fashion is the perfect blend of art and commerce, and platforms like FWRD have always been great guides for me as to what are temporary trends and what are ideas here to stay,” she explains.
For her second campaign with the luxury e-commerce site, she shot under the blue skies of Malibu with photographer Valentin Herfray and stylist Carlos Nazario to show her vision of summer style. “For this shoot I wanted to merge the West Coast designer sensibility of FWRD with my own in one of my favorite locations, Malibu,” Jenner tells BAZAAR.com. “I love the juxtaposition of this naturally sun-soaked setting with such strong and fun pieces for the season,” she continues. Read below for Jenner’s take on the season, and her current go-to designers.
Why did you want to take on the role of creative director at FWRD?
I grew up loving fashion and have been incredibly fortunate to work with some of the most brilliant people in this business. As FWRD’s Creative Director, I love helping curate the site’s offering with emerging designers and brands.
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What’s your favorite part of the position?
My favorite part has been being able to give input at every stage of the creative process, from sharing my new designer discoveries to collaborating with the photoshoot team on a more intimate level.
What was your inspiration for the campaign?
I wanted to capture a true West Coast vibe, with all our sunny days and gorgeous ocean views. Valentin [Herfray] and Carlos [Nazario] really invested in the concept to bring it all to life.
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What has been the most unexpected part of working on this side of the business?
I’ve learned so much about the complexities behind getting a product all the way from the runway to point-of-sale. While the internet age has helped make many parts more efficient, it also places great pressure on the need to keep one’s eyes open for what your consumers want.
What brands and vibe are you drawn to right now?
I’m really drawn to a slightly minimalist, effortless style with a touch of French cool girl. A great pair of jeans and a little tank with some cute accessories and I’m all done. Brands I’m really into are The Row, Simon Miller, Toteme, Bode, and Khaite, to name a few.
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What would you say most influences how you dress?
The weather, of course—but also a combination of my mood and what caught my eye lately on social media.
How would you describe the FWRD customer?
Savvy with strong points-of-view, and also ahead of the game both in terms of style and not.
This article originally appeared on Harper’s BAZAAR US.