Family Ties: How Cindy Crawford and Rande Gerber are Redefining the American Dream

The Crawford-Gerber family, consisting of Cindy Crawford, her husband Rande Gerber, and their two children Kaia and Presley, are the latest celebrity clan to make a name for themselves in the fashion world. With their recent partnership with Californian sportswear brand Vuori, the family is positioning themselves as the next big thing in fashion, rivaling the likes of the Kardashians and the Beckhams.

The family’s approach to branding is unique, with Mark Borkowski, a British PR consultant and author, describing it as “intergenerational branding.” Unlike the Kardashians, who have been criticized for their opportunistic and often scandalous behavior, the Crawford-Gerbers are taking a more subtle and long-term approach. Borkowski notes that the family’s long-standing, scandal-free marriage is their commercial secret weapon, as brands are wary of controversy and instead seek to associate themselves with a wholesome and aspirational lifestyle.

The Vuori campaign, shot by fashion photographer Cass Bird, encapsulates the old-school American dream, with the family frolicking in a palm tree-shaded garden, taking a spin on a boat, and posing in front of a seaplane. The images ooze health, wealth, and happiness, making it clear that the Crawford-Gerbers are selling more than just fashion – they’re selling a dream.

Cindy Crawford, a model and entrepreneur, has been a pioneer in the slashie career, transforming herself from a fashion model to a standalone brand. With a multimillion-dollar campaign deal with Pepsi, a 30-year brand ambassadorship with Omega, and her own furniture and beauty lines, Crawford has set the precedent for her family’s approach to business. Her husband, Rande Gerber, is also a successful entrepreneur, having co-founded the tequila brand Casamigos with George Clooney and sold it to Diageo in 2017 for $1 billion.

Their children, Kaia and Presley, are also making waves in the fashion world. Kaia, 23, has been following in her mother’s footsteps, modeling for major brands and walking the catwalk for Chanel and Valentino. She has also explored acting, with roles in Bottoms and Palm Royale, and has launched her own online book club, Library Science. Presley, 25, has recently focused on using his Instagram platform as an advocate for mental health.

The family’s influence extends beyond fashion, with Kaia’s recent partnership with high street giant Zara and her new role as the face of Mango. By focusing on high street brands and upmarket lifestyle labels, the Crawford-Gerbers are able to fuse mass accessibility with stealth-wealth aspiration, making them a formidable force in the fashion world.