Latest news with #Gerber-Crawford
Miami Herald
01-05-2025
- Entertainment
- Miami Herald
Lululemon rival forms stunning new partnership
Some brands go viral. Others build quietly. But every once in a while, a brand does both - and suddenly, it's everywhere. That's what happened with this one. My very hip aunt - the type who always knows what's trending before it actually trends - showed up one day in a matching tank and jogger set. I saw the fit, and I had where can I get it? Related: This brand is coming for Lululemon's crown After that, it was everywhere. On errands. At the airport. On the most pulled-together person at the gym. I started spotting it on coffee runs, weekend walks, even in my friends' closets. The vibe? Effortless. Understated. Elevated without trying too hard. And then, just when it seems like it couldn't get hotter, it makes a move that signals it's just getting started. Image source: Vuori This week, Vuori launched a long-term partnership with the entire Gerber-Crawford family: Cindy Crawford, Rande Gerber, and their children Kaia Gerber and Presley Gerber. This isn't just a campaign or capsule - it's a full-on brand alignment. The deal centers on storytelling and creative involvement across content and brand identity. Each family member will take part in shaping Vuori's presence across generations, with a focus on how style and wellness evolve over time. Related: Customer loyalty tested: the call to boycott Alo Yoga It's a smart play. Cindy and Rande bring legacy and wellness credibility. Kaia and Presley offer cultural relevance and aspirational cool. Together, they embody Vuori's goal: to be more than activewear - to represent a lived-in, laid-back California lifestyle that appeals across age groups. And by choosing one of fashion's most iconic families, Vuori is sending a clear message to Lululemon and the rest of the activewear world. The brand is not just coming for your customers. It's coming for your cultural status. With this partnership, Vuori is planting its flag in the broader lifestyle space. It's not just the brand you wear to Pilates or Sunday errands - it wants to be part of your morning routine, your airport look, and your off-duty dinner plans. In a crowded market where most brands chase fast influence, Vuori is opting for something slower and more rooted: long-term identity building. By investing in a real family - not just a face - Vuori is betting on multigenerational storytelling, authenticity, and consistency. It's the kind of move that could make it more than a Lululemon (LULU) rival. It could make Vuori the new default. Now the pressure's on. Can the brand keep scaling without losing its laid-back edge? Related: Veteran fund manager unveils eye-popping S&P 500 forecast The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Fashion United
01-05-2025
- Business
- Fashion United
Cindy Crawford and family invest in Vuori
Southern Californian performance lifestyle brand Vuori has announced a partnership with the Gerber-Crawford family, which will see supermodel Cindy Crawford and her husband Rande Gerber, alongside their model children Presley Gerber and Kaia Gerber become long-term collaborators of the brand. In a statement, Vuori said that the Gerber-Crawford family would become ambassadors for the performance brand, starring in its spring/summer 2025 campaign, as well as contributing to shaping Vuori as creative, strategic and financial partners. The move is described as a 'rare collaboration that just feels right'. Vuori spring/summer 2025 campaign starring the Gerber-Crawford family Credits: Vuori by Cass Bird Joe Kudla, founder and chief executive of Vuori, said: 'This official partnership with the Gerber family marks an exciting milestone for Vuori that's been years in the making. It began when Rande Gerber discovered Vuori in a small Malibu boutique and reached out, sharing our passion for what we're building. A genuine friendship followed, rooted in mutual respect and shared values, and now we're excited to take that connection even further. 'Kaia and Cindy are natural muses for Vuori's women's collection, embodying strength, style, and modern femininity. And the entire Gerber family reflects a timeless yet modern approach to fashion - effortlessly blending elevated style with an authentic, down-to-earth energy that aligns perfectly with Vuori's core values.' Vuori spring/summer 2025 campaign starring the Gerber-Crawford family Credits: Vuori by Cass Bird Gerber-Crawford family become creative, strategic and financial partners of Vuori Commenting on the partnership, entrepreneur and investor Rande Gerber, added: 'From the moment I met Joe, it was clear that he's focused and knows exactly what he wants, but above all, he's just a genuinely good person who shares the same values as our family. 'When we visited Vuori's headquarters, what stood out wasn't just the business, but the real, personal connections we all formed – it wasn't about deals, it was about shared stories and a mutual respect that made Joe say, 'We need to do something bigger together.' And that's what sets Vuori apart: no matter how fast they grow, they keep that intimate, ego-free community where people surf at lunch, celebrate each other's wins, and stay true to the soul of Southern California living.' Financial details of the partnership between Vuori and the Gerber-Crawford family were not disclosed. Vuori spring/summer 2025 campaign starring the Gerber-Crawford family Credits: Vuori by Cass Bird The news follows Vuori's recent retail expansion in the UK, opening its third store on London's King's Road. The two-level store spans over 3,412 square feet and features the brand's men's and women's collections organised in key categories across leisure, active and lifestyle. On the store opening, Andy Lawrence, vice president of international at Vuori, said: "We've been targeting a store on King's Road since we entered the UK market, and are thrilled we're finally here. 'Opening this store represents a key milestone in Vuori's expansion in the UK and across Europe, allowing us to deepen our connection with customers and the market. With each new store, we're focused on building lasting relationships with customers and laying the foundation for long-term success.' Vuori spring/summer 2025 campaign starring the Gerber-Crawford family Credits: Vuori by Cass Bird Vuori was founded in 2015 by Kudla in a humble garage office just two blocks from the ocean in the beachside town of Encinitas, California. It draws inspiration from the community, active lifestyle, and the natural playground that surrounds it and offers a fabric-first approach to create premium performance apparel and elevated everyday styles. Today, Vuori is available in more than 18 countries worldwide, with more than 70 stores in the US and 3 in the UK. It also has a global e-commerce platform and a curated wholesale business with stores, including luxury department stores Harrods, Selfridges and Nordstrom. Vuori spring/summer 2025 campaign starring the Gerber-Crawford family Credits: Vuori by Cass Bird
