Mango Taps Kaia Gerber for Year-Long Creative Collaboration

Global fashion retailer Mango has announced its latest high-profile partnership, enlisting supermodel and actress Kaia Gerber as the new face—and much more—for the brand in 2025. This isn’t just a typical brand ambassadorship; Mango is framing the relationship as a creative collaboration that will unfold throughout the year, aligning Gerber with its new concept, “Craft your own story.”Kaia Gerber, widely celebrated as one of the leading voices and faces of Gen Z, brings with her an impressive pedigree as both model and actress.

The daughter of legendary supermodel Cindy Crawford, Gerber has made a name for herself with a unique combination of effortless style, elegance, and contemporary cool. Mango believes she embodies the very essence of its latest brand message—a celebration of individuality, expression, and authenticity through fashion.The “Craft your own story” campaign is more than a slogan. It encapsulates a philosophy: fashion as a medium of self-expression and identity. According to Mango, Gerber “embodies the spirit of Craft your own story,” which aims to highlight how fashion allows individuals to reveal the many sides of who they are. The concept reflects the modern consumer’s desire to present themselves authentically and multifacetedly to the world.

Mango sees clothing as a tool for self-definition—something Gerber reportedly captures with grace and relevance.The collaboration will see Gerber participate in various creative projects throughout the year, beginning with her starring role in the campaign for Mango’s newest edition of its high-end Capsule collection. Known as the brand’s most luxurious and elevated line, Capsule features sophisticated pieces designed for life’s most special moments and formal occasions.Gerber’s debut campaign, shot by acclaimed photographer Stef Mitchell, showcases a series of dresses that combine classic romanticism with modern touches.

These pieces feature hand-stitched fringes, delicate embroidered flowers, and fabrics that shimmer with iridescence. The silhouettes are both sensual and bold, including asymmetrical necklines and flowing, feminine shapes that nod to timeless elegance while pushing the boundaries of contemporary fashion.This latest move also positions Mango squarely in the Gen Z fashion conversation. With Gerber’s strong influence over younger audiences, the brand seeks to connect more deeply with this demographic, many of whom view fashion as an extension of identity and personal storytelling. Mango describes her as someone who “perfectly represents the spirit of our times” and as a symbol of strength, style, and individuality.

Gerber joins an elite roster of fashion icons who have previously partnered with Mango. Over the years, the brand has worked with some of the biggest names in fashion and entertainment, including Claudia Schiffer, Naomi Campbell, Kate Moss, Scarlett Johansson, Penélope Cruz, and Kendall Jenner. With each collaboration, Mango has sought to align itself with figures who resonate deeply with the cultural zeitgeist, and Gerber is no exception.