FWRD is staking its claim on the future of luxury retail and doing so with some star power. The LA-based luxury platform, owned by Revolve Group, has named Rosie Huntington-Whiteley as its new Fashion Director.
The appointment arrives amid a period of strong momentum for FWRD. Despite a volatile luxury landscape, the retailer reported continued top-line growth and a striking 37% year-on-year increase in gross profit for Q3 2025. One standout engine behind this surge is the brand’s rapidly expanding personal shopping programme, which has delivered more than 100% year-on-year sales growth in the first nine months of the year.
Now, Huntington-Whiteley is set to sharpen FWRD’s point of view even further. Renowned for her polished, quietly elevated aesthetic, she’ll oversee curation, merchandising and seasonal strategy.
Huntington-Whitely said: “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.”
It’s a strategy that aligns neatly with the retailer’s trajectory. FWRD has become an increasingly significant partner for luxury brands, scoring recent launches from Phoebe Philo, Dries Van Noten and SKIMS x Roberto Cavalli. Alongside this, FWRD continues to invest in owned labels and physical retail expansion.
Michael Mente, co-founder and co-CEO of Revolve Group, added: “Our strong performance underscores the significant opportunity ahead as we scale. With visionary creative leadership guiding the brand forward, we’re elevating FWRD’s global presence and deepening client engagement to ensure it remains the destination for modern, curated luxury fashion.”
Huntington-Whiteley’s influence is extending far beyond fashion. In a parallel move that underscores her cross-category pull, Gisou – the viral, honey-powered haircare brand founded by Negin Mirsalehi – named her its global brand ambassador in August. The model-entrepreneur, long admired for her glossy, waist-skimming locks, fronted Gisou’s latest campaign, her hair styled with the brand’s new Honey Milk 5-in-1 Styling Cream.