Re/Done Launches New Campaign Starring Kaia Gerber

May 25, 2026 | D.M. Fashion Book | Fashion

Re/Done is entering a new era with the launch of Short/Cuts, the latest campaign starring model and investor Kaia Gerber.

The campaign highlights three core elements of the brand’s identity — Originals, Vintage, and Upcycling — while further cementing Gerber’s growing creative role within the company. Shot by Mitch Ryan and developed alongside Brill Brill Studio, Short/Cuts captures the effortless, lived-in spirit that has become synonymous with both Gerber and Re/Done.

“Re/Done has always felt like a natural extension of who I am,” Gerber shared. “I’ve worn these clothes for years before any of this became official. Short/Cuts was really about capturing how I actually live in them — the pieces I come back to over and over again.”

Earlier this year, Gerber officially joined Re/Done as an investor, creative partner, and advisory board member, taking an active role in campaigns, storytelling, product development, and overall creative direction. Her first fully co-designed capsule collection with the brand is scheduled to debut during New York Fashion Week.

Founded in 2014, Re/Done built its reputation by bringing reconstructed vintage denim into the luxury fashion space. Since then, the label has expanded beyond denim into broader ready-to-wear offerings and curated vintage pieces. According to CEO Phillip Prado, the new campaign represents a major turning point for the company as it evolves into a more expansive lifestyle brand.

Launching alongside the campaign is The Kaia Edit, a curated selection of Gerber’s favorite pieces from the label. The assortment includes upcycled Re/Done | Levi’s staples such as the Mica Jean, Nico Jean, 70s Bootcut, Alexa Short, and the classic Re/Done | Hanes Frankie Tee.

Gerber described both The Kaia Edit and her upcoming capsule collection as some of the “most personal creative experiences” of her career so far.

“Kaia brings more than visibility to Re/Done — she brings taste, instinct, and a real point of view,” Prado said. “This campaign reflects where we want Re/Done to go creatively — more cinematic, more character-driven, and more culturally connected. It’s the beginning of a much bigger evolution for the company.”