Rosie Huntington-Whiteley named fashion director of luxury retailer Fwrd.

Global luxury fashion retailer Fwrd has appointed Rosie Huntington-Whiteley as its new fashion director, a move that solidifies the Revolve Group-owned platform's strategic efforts to further expand its influence and market share within the high-end sector. Huntington-Whiteley brings her significant global profile and personal aesthetic to the role, where she will be instrumental in shaping the brand's creative direction.

In her new capacity, Huntington-Whiteley will oversee critical aspects of Fwrd's presentation, including fashion curation, merchandising, and seasonal strategy. Her appointment marks a significant step for the company as it seeks to define a clear, sophisticated identity in the competitive luxury space. Huntington-Whiteley's involvement is set to infuse the brand with a modern and refined sensibility.

"As fashion director at Fwrd, my role is about defining the brand's fashion point of view through a modern, timeless, and refined lens," Huntington-Whiteley explained. "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."

The announcement follows a period of robust performance for Fwrd. The company recently reported a 37% year-over-year increase in gross profit dollars in the third quarter of 2025. A key driver of this financial success has been Fwrd’s high-touch personal shopping program, which generated over 100% year-over-year sales growth in the first nine months of 2025.

Fwrd has simultaneously expanded its luxury portfolio through strategic brand launches, including adding high-profile labels like Phoebe Philo, Dries Van Noten, and Skims x Roberto Cavalli. The company continues to invest strategically in several key areas: owned brands, physical retail experiences, enhanced merchandising, and client engagement initiatives to further strengthen its market position.

Michael Mente, co-founder and co-CEO of Revolve Group, Inc., highlighted the importance of the new creative leadership. "Fwrd's strong performance in today's evolving luxury market underscores the significant opportunity ahead as we continue to scale," Mente stated. "With visionary creative leadership guiding the brand forward, we're continuing to elevate Fwrd's global presence and strengthen its position in the luxury space."

Mente also emphasized the company's commitment to long-term growth by deepening client engagement. "As we invest in initiatives like our personal shopping program and expand our physical footprint, we're deepening client engagement and driving long-term growth to ensure Fwrd remains the destination for modern, curated luxury fashion."