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

Last week, Cindy Crawford, her husband, Rande Gerber, and their two children, Kaia and Presley, announced a “first-of-its-kind partnership” with the Californian sportswear and lifestyle brand Vuori. Kicking things off with a campaign, it sees the menage frolicking in front of a Malibu beach house, all long limbs, glowing skin and gleaming Hollywood smiles.

The British PR consultant and author Mark Borkowski describes the decision by the Crawford-Gerbers to mould as a single entity as “intergenerational branding”. While the Kardashians have set the precedent for monetising the family brand, Borkowski thinks the Crawford-Gerbers’ approach seems less opportunistic. “They are playing a much longer and more subtle game.” He points to Crawford and Gerber’s long, scandal-free marriage as their commercial secret weapon. “Brands don’t want controversy. They know they aren’t going to do a stupid Instagram stunt and have to pick up the pieces. They’re not selling fashion – they’re selling a dream.”

In 2016, Crawford first suggested that her family may have cross-generational appeal when she appeared on the cover 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 live online shopping event for the high street giant Zara. And on Monday, Kaia was announced as the new face of Mango. By focusing on high street brands and upmarket lifestyle labels, Borkowski says the duo “fuse mass accessibility with stealth-wealth aspiration”.

https://www.theguardian.com/fashion/2025/may/07/fashion-statement-cindy-crawford-kaia-gerber