Kris Jenner Just Became the Face of Ferragamo’s Holiday Campaign, and Her New Role Has Fans Doing a Double Take
Kris Jenner has run a family empire, negotiated nine-figure deals, and turned six children into a global brand. Now the world’s most famous momager is adding a brand-new title to her resume: film director. Well, sort of.
Ferragamo has tapped the 70-year-old reality star to front its upcoming 2026 holiday campaign, Page Six Hollywood has learned, and the concept is pure Kris. In a series of cinematic spots titled “The Joy of Loving,” Jenner plays an imagined director, running a series of screen tests and interviewing a parade of notable families as they step into the spotlight.
It is a casting choice that makes perfect sense once you think about it. Nobody on the planet has directed a family quite like Kris Jenner has.
Behind the Camera, in Front of the Camera
According to the exclusive report, the campaign flips the usual fashion script. Instead of posing with a handbag and staring into the lens, Jenner sits in the director’s seat, conducting documentary-style interviews and presenting screen tests that introduce the campaign’s other stars.
The spots feature an ensemble of what a source described as “real-life families, siblings, partners and chosen families.” The lineup reads like the coolest holiday dinner party guest list imaginable: the band The Womack Sisters, “Twin Peaks” actress Joan Chen alongside her daughter Audrey Hui, model Paloma Elsesser with her brother Sage, the band Bar Italia joined by London-based stylist Ch’lita, acting coach Nancy Banks with her son Benny Buckley, and Sofia Testino with her dog Syko.
Family, it turns out, is the whole point. Creative director Maximilian Davis told WWD that the brand is built around the idea, saying, “Ferragamo is all about family, and when I design, I am always thinking about that too: how a collection can be worn by different generations, but also how pieces you love will be held onto and passed down through them.”
The ads themselves were directed by Clara Cullen and photographed by Ilya Lipkin, with styling by Miyako Bellizzi. But the creative throughline belongs to Jenner, whose on-camera role as the director makes her less of a model and more of the campaign’s host, narrator, and ringmaster.
A Nod to the Shoemaker to the Stars
There is also a deeper layer to the campaign, and it connects directly to the house’s Hollywood roots. The spots are a nod to founder Salvatore Ferragamo, the legendary “Shoemaker to the Stars” who outfitted some of the most iconic actresses of the golden age.
His client list reads like a walk through film history: Marilyn Monroe, Audrey Hepburn, Judy Garland, Greta Garbo, Joan Crawford, Sophia Loren, and Lauren Bacall all wore his designs. The Italian house, founded in Florence in 1927, grew up alongside Hollywood itself, and this holiday campaign leans hard into that cinematic heritage.
Why Kris, and Why Now
Jenner’s career as the architect of the Kardashian-Jenner empire is the stuff of modern business legend. She has spent nearly two decades turning family life into content, and content into billions. The new season of “The Kardashians” just kicked off on Hulu on October 8, keeping the family machine humming right through the holidays.
From a fashion perspective, the timing is fascinating too. Maximilian Davis, the British designer who has steered the brand’s creative direction since March 2022, has been steadily repositioning Ferragamo as a house that bridges its storied past with a younger, bolder future. Putting Jenner, the ultimate symbol of family-as-brand, at the center of a holiday story about generations passing beautiful things down is a genuinely clever match.
It also lands in the middle of a very stylish season for the family. Holiday campaign season is when the biggest luxury houses roll out their most ambitious storytelling, and landing a global face like Jenner signals just how much muscle Ferragamo is putting behind this one.
The Kardashian Fashion Takeover Continues
Of course, this is hardly the first time the family has crossed into high fashion territory. Over the years, Jenner’s daughters have fronted campaigns for nearly every major house on the planet, and the family has become a fixture of fashion weeks from Paris to Milan.
But there is something especially satisfying about Kris herself getting the spotlight this time. She is the one who built the machine, after all. She is the one who picked up the phone, made the calls, and turned a reality show into a dynasty. Watching her step behind a director’s camera, fictional or not, feels like the most on-brand move of her entire career.
Fashion watchers will also remember that Jenner has been having a serious style moment of her own. Her red carpet appearances in recent years have drawn consistent praise, with sleek, sculptural looks that have made her something of a style icon in her own right.
What Comes Next
Holiday campaigns typically roll out in full through November and December, with the cinematic spots, documentary interviews, and print imagery appearing across digital, social, and flagship stores worldwide. Given Jenner’s social media reach, expect the campaign’s screen tests and family interviews to live a second life online, where her fanbase will do plenty of the promoting for her.
One thing is certain: nobody tells a family story like Kris Jenner. This holiday season, she is doing it with a camera, a director’s chair, and the full weight of one of Italy’s great luxury houses behind her.
Further reading
Fashion has been having a moment across Hollywood this month. Cynthia Erivo turned heads in a canary-yellow Prada gown at the London premiere of Prima Facie, and Jessica Biel just signed on to a major Searchlight project that leans into vintage Hollywood glamour. For more on stars opening up in revealing new interviews, Harry Styles recently credited an ex-girlfriend with changing his life.
Sources
Facts in this article were verified via Page Six, which first reported the campaign details, along with the WWD interview with creative director Maximilian Davis.
