Inside Fwrd’s first pop-up shop curated by Kendall Jenner

By

Chenu Alexis

Published
June 12, 2023

On Friday, Revolve Group Inc. opened in Los Angeles its first Fwrd pop-up shop in West Hollywood, at 8804 Melrose Avenue, the physical counterpart to its Fwrd online luxury platform dedicated to emerging brands and accessories.

Kendall Jenner, Fwrd's creative director since 2021, hosted a grand opening party the night before the opening with guests including Justin Skye, Lori Harvey and Benny Drama.
 
Particularly well located on Melrose Avenue, just opposite the Maxfield store, the Fwrd boutique is a 4,000-square-foot space, whose façade is entirely covered with jasmine and a poster of Kendall Jenner in a swimsuit.

On its first day of business, Fwrd was packed. A non-stop line of customers came to buy, but also to photograph and film themselves live from their social networks, all leaving with their arms full of black Fwrd bags. The biggest spenders received a glass of champagne to reward their purchases.
 
Imagined by Kendall Jenner, the first boutique was inspired by art galleries and fashionable hotel lobbies, with a first room under a white roof, where vintage furniture from the 50s, giant plants, mineral stones, cubic shelves and contemporary consoles set the scene. Above a counter engraved with Bolt, the name of the boutique's online payment and check-out platform partner, stands a dotted work by American painter John Wesley.
 

On the ten or so racks, Kendall Jenner displayed her summer looks. A selection of clothes from luxury and cutting-edge brands, such as Jacquemus, Versace, Miu Miu and Gucci, always paired with accessories, scarves, hats and swimwear. Two racks are dedicated to men, with Jacquemus, Pierre-Louis Mascia, Ser.O.Ya and Rhude. 
 
On the shelves, the selection of beauty products ranges from MZ Skin to hair care brand Oribe, Augustinus Bader luxury creams, Byredo and Ormaie perfumes and Retrouvé balms, the brand created by Jami Morse Heidegger and former owner of the Kiehl's brand, now owned by L'Oréal. 

Around a large white designer sofa and marble block tables, a second lounge featured vintage and rare handbags by Chanel, Dior, Celine and Saint Laurent, as well as creative sunglasses by Loewe, Bottega Veneta, Prada, Thierry Lasry and Linda Farrow. 
 
The Fwrd pop-up will be open June 9 until August 13. Fwrd also announced that it will partner with select brands to host public and private activations including events with The Row, Versace, and Miu Miu.