If Kendall Jenner had a theme song this summer, it’d probably be a Lana Del Rey B-side remixed by Beyoncé and played on a dusty jukebox in Marfa. That’s the vibe she’s chasing — and low-key nailing — in her new FWRD Summer 2025 collection.
Back in her Creative Director bag, Kendall’s latest campaign is part Western fantasy, part bougie Americana, and 100% “I don’t do trends, I set them.” Think denim jumpsuits, crochet bikinis, airy slip dresses, and the kind of suede jackets that whisper “ranch chic” without actually touching a horse.
Shot by Cass Bird and styled by Malina Joseph Gilchrist, the campaign serves just the right amount of dusty glam and off-duty rodeo star. The edit includes fashion girl faves like Khaite, The Row, and Kemo Sabe, which means if you weren’t already romanticizing desert heat and wide-brimmed hats — you are now.
But don’t get it twisted: this isn’t just cosplay for Kendall. Since being named Creative Director of FWRD in 2021, she’s been slowly building her own aesthetic language — minimal but not basic, Western but not kitschy, luxurious but still chill enough for you to actually wear it outside your Instagram grid.
Her Spring 2025 drop set the stage, but this? This is the sequel with a bigger budget and even better boots. The silhouettes are breezy, the accessories are just rustic enough, and yes, Kendall’s doing that leg-pop pose in a micro bikini like it’s a rite of passage.
TL;DR? She’s selling a modern cowgirl fantasy with just enough polish to make it palatable for your group chat. And honestly, it works.
