On December 8, California-based luxury fashion retailer FWRD (under REVOLVE Group, Inc.) announced the appointment of Rosie Huntington-Whiteley—internationally renowned model and entrepreneur—as its new Fashion Director. In her role, she will oversee fashion curation, merchandising, and seasonal strategy, spearheading a renewed creative vision for the brand.
Growing Trust from Luxury Brands
Over the past several years, FWRD has significantly strengthened its reputation among luxury brands. Its latest brand additions include globally influential names such as Phoebe Philo, Dries Van Noten, and SKIMS × Roberto Cavalli.
In parallel, strategic investments in areas such as private-label development, physical retail expansion, meticulous merchandising, and elevated customer experience have helped the company build a cycle of engagement that goes beyond traditional e-commerce—fostering a deeper, more enduring connection between brands and consumers.
Upon her appointment, Rosie shared her vision for the role: “As Fashion Director at FWRD, my role is about defining the brand’s fashion point of view through a modern, timeless, and refined lens. I believe in the power of storytelling through clothing, building a wardrobe that balances both sophistication and ease that truly resonates with the FWRD customer’s lifestyle.”
Her global influence and editorial sensibility are expected to accelerate further FWRD’s ambition to merge content, commerce, and style cohesively and compellingly.
A New Growth Phase for FWRD
Today, FWRD is advancing a dual strategy across both digital and physical channels, continuously redefining how brands and customers interact—far beyond the limits of traditional e-commerce. The appointment of a new Fashion Director signals a decisive step into the company’s next stage of growth.
A highly loyal customer base, the rapid expansion of its personal shopping business, and increasingly robust brand partnerships—together, these three forces are propelling FWRD toward solidifying its position as a central hub of modern luxury.
Why FWRD’s Momentum Matters Now
The luxury e-commerce landscape has undergone dramatic upheaval in recent years. Canadian multi-brand retailer SSENSE, for example, entered creditor protection in August 2025. The challenges behind the restructuring include rising import duties, the elimination of the U.S. “de minimis” exemption, and a broader shift toward more cost-conscious consumer behavior.
SSENSE is not alone. Multiple major multi-brand platforms—once considered pillars of the online luxury sector—now face shrinking access to capital, declining profitability, and shifts in luxury brands’ distribution strategies. As a result, uncertainty continues to spread across the industry.
Amid such turbulence, FWRD stands out for its ability to maintain steady growth while simultaneously elevating both brand value and customer experience. At a time when many competitors are stagnating or undergoing restructuring, FWRD’s strategic clarity and execution represent a compelling model for what next-generation luxury retail could look like.
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