Cindy Crawford and family redefine Vuori with bold 2025 campaign partnership Por Maria
10 min de leitura
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Supermodel Cindy Crawford, alongside her family, ushered in a new era for athleisure brand Vuori with a dynamic collaboration for the spring/summer 2025 campaign. Shot by Cass Bird, the campaign features Cindy, her husband Rande Gerber, and their children, Presley and Kaia Gerber, serving as creative, strategic, and financial ambassadors for the California-based brand. The partnership, rooted in their discovery of Vuori at a Malibu pop-up, evolved into a family-driven project that blends coastal lifestyle with premium activewear. The Gerber-Crawfords, icons in fashion and business, lend authenticity to the campaign, showcasing versatile pieces designed for workouts, beach days, and casual outings.
Vuori, launched in 2015 in Encinitas, California, has carved a niche with its focus on high-quality fabrics and timeless designs. Styled by Geraldine Saglio, the campaign captures the brand’s ethos through natural settings like beaches and boats, highlighting the family in effortlessly chic looks. Beyond the visuals, the collaboration extends to future collections and global expansion strategies, amplifying Vuori’s reach.
The partnership’s announcement aligned with Vuori’s opening of its third UK store on London’s King’s Road, marking its growing international footprint. Social media buzz, fueled by fans praising the family’s chemistry and Vuori’s relaxed aesthetic, has propelled the campaign’s visibility worldwide.
- Campaign focus: Coastal lifestyle, emphasizing health, family, and versatility.
- Family roles: Creative direction, strategic input, and financial investment.
- Global growth: New London store signals Vuori’s European expansion.
Roots of the Vuori partnership
The collaboration with Vuori began organically when Rande Gerber, a seasoned entrepreneur, stumbled upon the brand at a Malibu pop-up shop. Struck by the comfort and quality of the clothing, he returned the next day to connect with Vuori’s founder, Joe Kudla, sparking a friendship that led to the 2025 partnership. Announced in April, the deal reflects a shared vision of community and wellness.
Cindy Crawford praised Vuori’s authenticity, calling its pieces “Malibu’s perfect uniform” for beach walks, workouts, or errands. Kaia Gerber, a rising model and actress, lauded the fabrics’ softness, noting that “nobody wants to take off Vuori once they try it.” Presley Gerber, an advocate for wellness, highlighted the clothing’s adaptability for activities like surfing or travel.
The family’s visit to Vuori’s headquarters solidified their bond with the brand. Despite Vuori’s growth—now operating in 18 countries with over 70 U.S. stores—the company retained a tight-knit community vibe, which resonated with the Gerber-Crawfords’ values.
- Initial spark: Rande’s discovery at a Malibu pop-up led to the partnership.
- Shared ethos: Community, health, and authenticity align family with brand.
- Vuori’s culture: Collaborative headquarters atmosphere impressed the family.
Aesthetic of the 2025 campaign
Launched in April 2025, Vuori’s spring/summer 2025 campaign embodies California’s laid-back coastal vibe. Photographed by Cass Bird, known for authentic storytelling, the visuals feature the Gerber-Crawfords in natural settings—beaches, boats, and hammocks. Geraldine Saglio’s styling showcases the collection’s versatility, with high-waisted pants, bikini tops, and oversized hoodies blending comfort and elegance.
Cindy Crawford shines in an all-white ensemble, pairing suede wide-leg pants with a sleeveless top, channeling timeless supermodel flair. Kaia stands out in the Encinitas One Piece, a recycled-material swimsuit with a square neckline, while Presley opts for surf-ready shorts. Rande, embracing minimalism, sports tailored pants and lightweight tees.
The campaign highlights Vuori’s premium fabrics, like the recycled DreamKnit™ and organic cotton, prioritizing sustainability and comfort. The family’s creative input ensured the visuals captured their dynamic, aligning with Vuori’s ethos of effortless style.
Ambassadors with a vision
The Gerber-Crawfords’ role extends far beyond modeling. As creative, strategic, and financial partners, they are shaping Vuori’s future. Their involvement includes designing upcoming collections, guiding marketing strategies, and supporting investment decisions—a rare level of engagement in fashion collaborations.
Joe Kudla, Vuori’s founder and CEO, called the partnership a defining moment for the brand, which started in a garage in 2015. He described Cindy and Kaia as “natural muses” for the women’s line, while Rande and Presley embody the practical energy of the men’s collection. The family’s financial stake in Vuori signals their belief in its global potential.
Valued at $4 billion in 2021, Vuori aims to leverage the family’s expertise to expand into markets like Europe and Asia. The opening of a 3,412-square-foot store on London’s King’s Road is a key step in this strategy, enhancing the brand’s European presence.
- Family roles: Creative, strategic, and financial contributions to Vuori’s growth.
- Investment: Gerber-Crawfords back Vuori’s global expansion.
- European push: London store opening strengthens UK market presence.
Influence of the Gerber-Crawford clan
Cindy Crawford, a fashion icon since the 1980s, brings decades of experience, with over 500 magazine covers, including Vogue and Harper’s Bazaar. Kaia Gerber, 23, has emerged as a top model, walking for Chanel and Yves Saint Laurent. Presley Gerber, also a model, has worked with Dolce & Gabbana and Calvin Klein, while Rande Gerber is renowned for ventures like Casamigos tequila.
Based in Malibu, the family embodies the wellness-focused, nature-connected lifestyle Vuori champions. Cindy noted that Vuori aligns with their daily routine, from outdoor activities to relaxed family time. Their social media presence, with millions of followers, amplified the campaign, driving engagement across platforms like Instagram and X.
The collaboration is a rare family affair. While Cindy and Kaia have teamed up before, notably for Zara in 2024, including Rande and Presley makes this project uniquely personal, showcasing their collective influence.
Coastal California connection
Vuori’s identity is rooted in California’s coastal culture, where surfing, yoga, and hiking are daily rituals. The 2025 campaign, featuring the Gerber-Crawfords, amplifies this ethos, with Malibu as the backdrop. Cindy described Vuori as an extension of her routine, worn for workouts or casual outings.
Kaia praised the pieces’ ability to transition from gym to meetings without losing style. Presley, a regular surfer, appreciated the minimalist designs that “don’t try too hard.” Rande valued the fabrics’ comfort, blending practicality with sophistication.
The campaign’s imagery—featuring the family in hammocks, playing guitar, or strolling beaches—captures this lifestyle. The relaxed yet polished aesthetic appeals to consumers seeking functional, stylish clothing.
- Coastal roots: Surfing, yoga, and hiking inspire Vuori’s designs.
- Versatile wear: Pieces suit workouts, beach days, and casual settings.
- Malibu vibe: Family embodies California’s laid-back elegance.
Vuori’s global expansion
Vuori has grown rapidly, with a presence in 18 countries and a robust e-commerce platform. In the U.S., it operates over 70 stores, while its third UK store opened on London’s King’s Road in 2025. The two-story location displays men’s and women’s collections, organized by leisure, sports, and lifestyle categories.
Andy Lawrence, Vuori’s international vice president, said the King’s Road store was a long-term goal since entering the UK market. Plans for stores in Paris and Berlin by 2026 highlight Vuori’s ambition in the athleisure sector. The Gerber-Crawford partnership bolsters this growth, lending global visibility.
Vuori’s partnerships with luxury retailers like Harrods, Selfridges, and Nordstrom expand its reach. The 2025 campaign, launched across physical and online channels, drove early sales, capitalizing on the family’s star power.
Social media surge
The campaign sparked widespread engagement on social media, with Instagram and X posts praising the Gerber-Crawfords’ chemistry. Fans highlighted candid moments, like Rande and Presley climbing palm trees during the shoot. Cindy’s Instagram stories, including a shot of Kaia smiling on a boat, offered behind-the-scenes glimpses.
On X, users lauded the campaign’s aesthetic, with a Greek post from InStyle Greece calling it “full of style, love, and California ease.” A Russian post noted the modeling credentials of Cindy’s children, underscoring the family’s global influence. Vuori amplified the buzz, promoting the campaign on its platforms and website, where fans can shop the featured looks.
The social media traction reflects the Gerber-Crawfords’ clout in fashion, driving Vuori’s visibility among diverse audiences.
- Social platforms: Instagram and X boost campaign reach.
- Behind-the-scenes: Cindy’s stories reveal authentic shoot moments.
- Global reactions: Greek and Russian posts highlight international appeal.
Vuori’s rise and roots
Founded in 2015 by Joe Kudla, Vuori began in an Encinitas garage, blocks from the ocean. Inspired by the local community, it prioritizes premium fabrics like the recycled DreamKnit™ and organic cotton. A $400 million investment in 2021 valued Vuori at $4 billion, fueling its growth into a global brand.
Vuori stands out in athleisure with its “fabric-first” approach, using sustainable materials. Its collections, spanning leisure, sports, and lifestyle, cater to consumers seeking versatility. Partnerships with retailers like Harrods and an expansive online platform have broadened its market.
The Gerber-Crawford collaboration marks a pivotal moment, positioning Vuori to compete with giants like Lululemon while staying true to its community-driven roots. The 2025 campaign reinforces this identity, appealing to a wider audience.
Cindy Crawford’s fashion legacy
At 59, Cindy Crawford remains a fashion titan. A 1980s and 1990s supermodel, she graced covers for Vogue, Elle, and Cosmopolitan, starring in campaigns for Versace, Calvin Klein, and Pepsi. Her career included runway shows for Chanel and Dior, cementing her as an icon.
Beyond modeling, Cindy launched Meaningful Beauty, a skincare line, and collaborated with retailers like Zara. Her Vuori campaign, alongside her family, underscores her ability to evolve, blending timeless appeal with modern relevance.
Kaia Gerber, following her mother, is a leading model, with campaigns for YSL Beauty and Marc Jacobs. Her digital-savvy approach complements Cindy’s legacy, making them a powerful duo in the campaign.
Family dynamic in the spotlight
The Vuori campaign highlights the Gerber-Crawfords’ closeness, rooted in their Malibu lifestyle. Cindy noted that choosing California allowed them to raise Presley and Kaia with a focus on nature and wellness, values Vuori embodies. The collaboration united the family professionally, a rare feat given their individual careers.
Presley, who joined Cindy in a 2018 Pepsi ad, called the Vuori project “like a family camp.” Kaia, often traveling with her family, cherished working with her brother, father, and mother. Rande, less camera-savvy, added authenticity with his understated style.
The visuals capture this bond, with the family laughing, relaxing, and interacting naturally. Their creative direction ensured the campaign reflected their unique dynamic, reinforcing Vuori’s message of community.
Future of the partnership
The Gerber-Crawford collaboration extends beyond the 2025 campaign. The family will help design new collections, focusing on functional yet stylish pieces. Cindy and Kaia will shape the women’s line, drawing on their fashion expertise to meet modern needs.
Vuori plans limited-edition releases curated by the family, set for late 2025, featuring items like custom hoodies and athletic accessories. The Gerber-Crawfords will also join promotional events, including store openings and wellness festivals, boosting Vuori’s brand.
This partnership positions Vuori to rival Lululemon and Athleta while maintaining its community focus. The family’s influence, paired with Vuori’s quality, promises sustained growth in the athleisure market.
