FWRD Appoints Rosie Huntington-Whiteley as Fashion Director

On December 8, California-based luxury fashion retailer FWRD announced a significant leadership appointment: Rosie Huntington-Whiteley, the internationally renowned model and entrepreneur, will serve as the brand’s new Fashion Director. In this pivotal role, she will oversee fashion curation, merchandising, and seasonal strategy while driving a renewed creative vision for the luxury retailer.

Elevating FWRD’s Luxury Brand Reputation

Over recent years, FWRD has dramatically strengthened its position among high-end fashion houses, welcoming influential brands such as Phoebe Philo, Dries Van Noten, and SKIMS × Roberto Cavalli. The company’s success stems from strategic investments in private-label development, physical retail expansion, and enhanced customer experiences. These efforts have created a robust ecosystem that transcends traditional e-commerce, fostering deeper connections between premium brands and discerning consumers.

Huntington-Whiteley articulated her vision for the position: “My role is about defining the brand’s fashion point of view through a modern, timeless, and refined lens. I believe in storytelling through clothing, building wardrobes that balance sophistication and ease.”

Strategic Growth Amid Industry Turbulence

The luxury e-commerce sector faces unprecedented challenges. SSENSE, a major Canadian retailer, entered creditor protection in August 2025 due to rising import duties and shifting consumer behavior. Meanwhile, FWRD demonstrates resilience through steady growth and elevated brand partnerships.