Best known for gracing catwalks and campaigns for luxury brands like Burberry, Tiffany & Co., and Valentino, British model Rosie Huntington-Whiteley has been slowly building a business empire away from the spotlight. Transitioning from one industry to another—particularly as a household name—always comes with intense scrutiny, so I was excited to chat with her about how she has found this switch to entrepreneurial life.
I've always been fascinated with the commercial side of any practice, and have long admired and respected Huntington-Whiteley’s business acumen, as well as her success behind the camera and in front of it. From fostering creativity and entrepreneurship in new talent, to launching a capsule fashion collection, she shares how design brings purpose, meaning, and identity to each of her myriad endeavors.
Tell me about your journey as an entrepreneur. When and how did this first start, and how has it evolved?
My journey as an entrepreneur began quite organically. I’ve always been passionate about beauty, fashion, and wellness, so it felt like a natural evolution from my modeling career. I started by learning the business side of the industries I had worked in for years, absorbing everything I could. Over time, my role as an entrepreneur has evolved from being hands-on with product development to becoming more involved in strategic partnerships and overall brand vision. It’s been an incredibly fulfilling experience, and I’ve enjoyed watching my business grow and evolve along the way.
Who have been your mentors on this journey, and what have you learned from them?
I’ve been fortunate to work with some incredible people throughout my career who’ve been generous with their advice. From the early days of my modeling career, individuals like Christopher Bailey at Burberry inspired me with their attention to detail and commitment to craftsmanship. I’ve also worked with and learned from women like Carisa Janes, founder of Hourglass Cosmetics, and business executives who have taught me how to navigate the business world with grace and determination. Each project has helped instill in me the importance of vision, hard work, and staying true to your identity in everything you do.
What has your modeling career taught you about the business world? How have you leveraged this platform to steer your career in the direction you wanted to?
Modeling taught me so much about branding, about the importance of knowing your audience and staying authentic. It has also given me an in-depth understanding of how industries like fashion and beauty operate. As a model, I was exposed to so many facets of these businesses—the creative process, marketing, production—and that exposure was invaluable when I decided to collaborate with other brands or start my own ventures. I think I’ve been able to leverage the platform I built as a model by being very clear about my values and how they translate into the products and companies I’ve chosen to create or align myself with.
As an interior stylist, I’m always fascinated by what goes on behind the camera. Were there any moments on fashion shoots where the set, the styling, or the creative direction were particularly memorable to you?
There are so many memorable moments, honestly. I’ve always been in awe of the creative direction behind some of the most iconic campaigns I’ve been part of. For instance, the sets created for some of the Burberry and Tiffany & Co. campaigns I did were breathtaking—everything from the lighting to the styling was impeccable and truly brought the vision to life. Working closely alongside Fabien Baron and his team for 18 months to bring to life one of my brands was an incredible experience. It’s fascinating how everything, even the smallest details, comes together to tell a story. I always take inspiration from those behind-the-scenes moments, from the sets to the creative teams, as they show the power of collaboration and artistic vision.
Were you ever concerned about, or did you face any backlash for, moving into the business world from the fashion and entertainment industries? If so, how did you move past that?
There’s always a bit of hesitancy when you step into a new role, especially when you’ve been so established in another industry. I wouldn’t say I faced backlash, but I did feel the pressure to prove myself, to show that I wasn’t just a model transitioning into business but that I had something real and valuable to offer. The key for me was being confident in my vision and putting in the hard work behind the scenes. When you have a genuine passion for what you’re doing, and you’re willing to back that up with effort and expertise, people recognize and respect that.
What is The Equity Studio and how did you get involved?
The Equity Studio is a business venture focused on fostering creativity and entrepreneurship. Founder Anna Sweeting and I spent a lot of time together, getting to know one another, and it became clear that we were both aligned with our values of empowering founders and nurturing emerging next generation brands. The studio serves as a platform to bring together like-minded individuals who are committed to innovation and design. I was drawn to this opportunity because it provides a collaborative environment where creativity thrives, and I hope to contribute by mentoring and supporting other entrepreneurs as they build their businesses.
I understand you’re working on an exciting design project within the fashion category. Can you tell me about that?
Yes, I’m thrilled about this project! I’ve always admired the Wardrobe.NYC founders stylist and Vogue editor Christine Centenera, and designer and CEO Josh Goot’s work for its modern, timeless approach to fashion, and it’s been incredibly exciting to collaborate with them over the past year. Together, we’ve designed a capsule collection that is versatile, elegant, and made up of practical essentials that reflect both their brand’s minimalist philosophy and my personal style. The idea was to create wardrobe staples that women can reach for every day, things that really transcend trends and seasons. I think the pieces feel effortless, but there's a real sense of sophistication and intention behind each one. Shooting the campaign with photographer Bibi Borthwick was a special moment too. Working alongside talent like that makes the entire experience so rewarding.
How do you view design as a discipline in relation to your projects? How does it influence and inspire you? Which specific benefits does it afford you and your work?
Design, to me, is about creating beauty and functionality in equal measure. Whether I’m working on a beauty product, a piece of fashion, or even home interiors, I always think about how it will be used, how it will make someone feel. It’s very inspiring to take something from concept to creation, especially when you see how it can impact someone’s life in a positive way. Design allows me to bring my vision to life and adds a layer of meaning to the work I do. It’s not just about aesthetics—it’s about purpose.
You’re still heavily involved in the fashion world, as well as the beauty and wellness sectors. What currently excites you about these industries and the areas where they intersect?
There’s a shift happening where consumers are becoming more conscious of their choices, from what they put on their skin to the clothes they wear and how those choices impact their wellbeing and the planet. The merging of these industries, with a focus on sustainability and self-care, is something I’m very passionate about. It’s an exciting time where people are demanding more from brands, and that pushes us as creators to innovate and elevate the standards.
How do you predict the lifestyle sector will shift in the coming years? What can we expect in terms of trends, developments, and areas of interest? And what do you hope your involvement will be within these shifts?
I think we’ll see the lifestyle sector continue to evolve towards wellness and transparency. Quality, timelessness, and simplicity will continue to be a focus. Consumers want to know the story behind the products they buy—where they’re sourced, how they’re made, and what impact they have on the environment. I also believe we’ll see more integration of technology in fashion and beauty, with personalized experiences becoming more prevalent. My hope is to continue leading with purpose and authenticity, ensuring that the projects I’m involved in not only meet these trends but help shape them for a more conscious and thoughtful industry.
