Rosie Huntington-Whiteley Joins FWRD as Fashion Director

Image via FWRD

Rosie Huntington Whiteley steps into her new role as Fashion Director at FWRD, bringing a fresh sense of modern chic to the luxury retailer. Her vision introduces a more personal and thoughtfully curated approach to how the brand presents fashion today.

FWRD has named Rosie Huntington Whiteley as its new Fashion Director. The appointment reflects a thoughtful shift for the retailer as it continues to refine its identity and expand its global presence with a more curated point of view. In this role she will guide the brand’s fashion curation, seasonal direction, and overall creative perspective. Her influence brings a sense of calm confidence that has long defined her personal style and makes her a natural fit for FWRD’s next chapter.

Huntington Whiteley shared her intentions for the role with refreshing clarity. She 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.” Her vision carries a strong sense of storytelling, something she described with warmth and conviction. “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.”

FWRD has also strengthened its luxury offering by welcoming designers such as Phoebe Philo, Dries Van Noten, and Roberto Cavalli through its collaboration with SKIMS. These additions enrich the platform with a wider range of creative voices and give customers a more expressive and modern landscape to explore.

With Huntington Whiteley now guiding the fashion direction, FWRD appears poised to evolve into a space that feels more like a thoughtfully kept wardrobe rather than a traditional retail destination. Her vision encourages clients to approach fashion with intention and to find meaning in the pieces they choose to bring into their lives.

As the brand steps into this new chapter, its direction suggests a future shaped by clarity, modernity, and a quieter form of chic. With Huntington Whiteley leading its creative story, FWRD offers a refined and personal view of luxury that feels warm, grounded, and ready for what comes next.