‘They’re not selling fashion – they’re selling a dream’: the latest celebrity clan in clothes

First came the Kardashians. Then the Beckham clan. Now the Crawford-Gerbers are positioning themselves arsenic the adjacent household superpower successful fashion.

Last week, Cindy Crawford, her husband, Rande Gerber, and their 2 children, Kaia and Presley, announced a “first-of-its-kind partnership” with the Californian sportswear and manner marque Vuori. Kicking things disconnected with a campaign, it sees the menage frolicking successful beforehand of a Malibu formation house, each agelong limbs, glowing tegument and gleaming Hollywood smiles.

The British PR advisor and writer Mark Borkowski describes the determination by the Crawford-Gerbers to mould arsenic a azygous entity arsenic “intergenerational branding”. While the Kardashians person acceptable the precedent for monetising the household brand, Borkowski thinks the Crawford-Gerbers’ attack seems little opportunistic. “They are playing a overmuch longer and much subtle game.” He points to Crawford and Gerber’s long, scandal-free matrimony arsenic their commercialized concealed weapon. “Brands don’t privation controversy. They cognize they aren’t going to bash a anserine Instagram stunt and person to prime up the pieces. They’re not selling manner – they’re selling a dream.”

Shot by the manner lensman Cass Bird, the Vuori run encapsulates the old-school American dream, successful images that ooze wellness and wealth. The household fool astir successful a thenar tree-shaded garden, instrumentality a rotation connected a boat, airs successful beforehand of a seaplane and, astatine 1 point, Kaia and Rande play guitar connected their beachfront deck. They are all, of course, wearing Vuori’s signature buttery brushed sweatpants, vessel tops and half-zip hoodies. Crawford sums up the crushed wherefore they got successful furniture with the brand: “Vuori is each astir a manner we unrecorded everyday.”

All successful the household … the Crawford-Gerber clan successful Vuori’s spring/summer 2025 campaign.

Crawford was an aboriginal adopter of the slashie career. Ever since she landed her archetypal Vogue screen successful 1986, she has worked to alteration herself from manner exemplary to a standalone brand. There’s been a multimillion run woody with Pepsi, a 30-year (and counting) marque ambassadorship with Swiss ticker marque Omega, location workout videos, her ain furnishings marque and her quality line. Everyone from Gwyneth Paltrow to Meghan, the Duchess of Sussex has emulated her attack to business.

Meanwhile, Gerber, her hubby of 27 years, is an ex-model turned concern entrepreneur who founded the tequila marque Casamigos with George Clooney and sold it to Diageo successful 2017 successful a $1bn deal. Now hubby and woman are expanding their empire – and this clip the absorption is connected the household unit.

While Presley, 25, started modelling astatine 16, helium has precocious focused connected utilizing his Instagram level arsenic an advocator for intelligence health. Meanwhile Kaia, 23, has been pursuing successful her mum’s footsteps. She became the look of Marc Jacobs quality astatine 15, and has walked for each large catwalk brand, including Chanel and Valentino, and has nabbed a drawstring of campaigns and mag covers. But she’s not lone progressive successful fashion. She has besides explored acting, with roles successful Bottoms and Palm Royale. Then determination is her online bookclub Library Science, for which she has interviewed writer Jia Tolentino and discussed the enactment of novelist Eve Babitz with the vocalist Gracie Abrams. Oh, and she has 10 cardinal followers connected Instagram.

In 2016, Crawford archetypal suggested that her household whitethorn person cross-generational entreaty erstwhile she appeared connected the screen of Vogue Paris with Kaia. Nine years later, they are ramping up their influence. The 2003 TV documentary The Supers introduced Cindy to gen Z. Last week, Crawford and Kaia hosted a unrecorded online buying lawsuit for the precocious thoroughfare elephantine Zara. And connected Monday, Kaia was announced arsenic the caller look of Mango. By focusing connected precocious thoroughfare brands and upmarket manner labels, Borkowski says the duo “fuse wide accessibility with stealth-wealth aspiration”.

How precise 2025 of them.

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