- Kaia Gerber stars in Vuori's SS26 "For Kaia" campaign, the second chapter of her ongoing partnership with the brand, following the AW25 "Vuori by Kaia" co-curated collection.
- The campaign showcases a handpicked edit of Vuori's newest performance styles and signature essentials, built around the brand's ultra-soft BlissBlend fabric.
- Gerber is not just a campaign face. She, alongside her family (Cindy Crawford, Rande Gerber, and Presley Gerber), are long-term creative, strategic, and financial partners in Vuori.
Kaia Gerber is back in Vuori territory. The California-based activewear brand has officially launched its SS26 campaign, titled “For Kaia”, a follow-up to AW25’s “Vuori by Kaia” collection, which introduced Gerber’s personal design perspective.
This time, rather than co-designing, the model is showcasing looks handpicked for her, spotlighting new silhouettes and the brand’s signature performance fabrics centered on comfort and versatility.
The Spring 2026 collection retails between $48 and $128 and features the AllTheForm Micro Bra and Short, Sedona Classic Full Zip and Retro Short, and Sunday Track Jacket and Pant, each designed to move from workout to street.
This is a partnership with real stakes. Kaia, alongside her mother Cindy Crawford, father Rande Gerber, and brother Presley Gerber, joined Vuori as long-term creative, strategic, and financial partners.
On the brand’s endorsement front, just two weeks ago Vuori named Tom Holland as its newest global partner in a similar multi-year creative, strategic, and financial deal.
Beyond Vuori, Gerber has been in high demand. NARS Cosmetics tapped her as Global Brand Ambassador, with her Afterglow Lip Balm campaign launching in January 2026. She also became a creative partner and investor in Re/Done ahead of its February 2026 NYFW preview. On the luxury fashion front, she starred in Givenchy’s Fall 2025 campaign, the first under new creative director Sarah Burton.
Meanwhile, much like Mads Mikkelsen’s recent front for Zegna’s Summer 2026 campaign, the “For Kaia” rollout signals that premium lifestyle brands are doubling down on talent who embody their ethos beyond the shoot itself.
Takeaways
Vuori is clearly building more than a roster, it’s building a community of stakeholders. Having Kaia and her family as financial partners gives the brand authentic cultural credibility that a standard ambassador deal simply can’t replicate.
The “For Kaia” campaign title itself is a flex, it’s not “Kaia for Vuori,” it’s the brand orienting itself around her, which is a subtle but powerful brand equity signal.
Meanwhile, Kaia is stacking brand partnerships across fashion, beauty, and activewear with remarkable speed and coherence. Every deal she’s taken (NARS, Re/Done, Givenchy, Vuori) fits the same “effortlessly cool, culturally tuned-in” persona. That’s not accidental. That’s strategy.
With Kaia holding financial stake in Vuori, does that give her more creative control than a traditional brand ambassador? Vuori has now signed Tom Holland, Kaia Gerber’s family unit, Jack Draper, and Jared Goff in rapid succession, is the brand building a sports-meets-lifestyle empire?
