‘They’re not selling fashion – they’re selling a dream’: the latest celebrity clan in clothes

Are the Crawford-Gerbers the new Kardashians – or a family selling a modern take on the American dream?

First came the Kardashians. Then the Beckham clan. Now the Crawford-Gerbers are positioning themselves as the next family superpower in fashion.

Last week, Cindy Crawford, her husband, Rande Gerber, and their two children, Kaia and Presley, announced a “first-of-its-kind partnership” with the Californian sportswear and lifestyle brand Vuori. Kicking things off with a campaign, it sees the menage frolicking in front of a Malibu beach house, all long limbs, glowing skin and gleaming Hollywood smiles.