- RE/DONE launched its "Short/Cuts" campaign on May 20, 2026, starring Kaia Gerber, the first visual output of her role as investor, creative partner, and advisory board member with the brand.
- The campaign, shot by Mitch Ryan with concept direction by Brill Brill Studio, spans photography and motion, covering RE/DONE's three core pillars: Originals, Vintage, and Upcycling.
- Alongside the campaign, Gerber's curated "The Kaia Edit," featuring upcycled RE/DONE | Levi's denim styles and a classic RE/DONE | Hanes tee, is now available online and at select retail partners.
- A fully co-designed RE/DONE x Kaia capsule collection is set to debut at New York Fashion Week in September 2026.
RE/DONE has unveiled “Short/Cuts,” a new brand campaign starring Kaia Gerber that marks the first creative expression of her partnership with the label.
Shot by photographer Mitch Ryan and conceived with Brill Brill Studio, the campaign spans photography and motion across RE/DONE’s three brand pillars: Originals, Vintage, and Upcycling.
Gerber, 24, joined RE/DONE earlier this year as investor, creative partner, and advisory board member. This isn’t her first time orbiting the brand, she has long been an organic fan of the label.
Launching alongside the campaign is “The Kaia Edit,” a personally curated selection of RE/DONE pieces including upcycled RE/DONE | Levi’s styles and a classic RE/DONE | Hanes Frankie Tee.
Gerber is no stranger to deep brand partnerships. She recently fronted Vuori’s Spring 2026 “For Kaia” campaign, building on the success of her fall 2025 “Vuori by Kaia” design collaboration, signaling a pattern of equity-level creative involvement with brands she genuinely uses.
RE/DONE has a history of tapping high-profile faces for campaigns, most recently featuring Alessandra Ambrosio in its Summer 2025 campaign, a reunion that made sense given Ambrosio’s long personal connection to the brand.
Earlier organic fans of the brand have included Bella Hadid, Kendall Jenner, Selena Gomez, and Gigi Hadid, all of whom wore RE/DONE denim well before any formal arrangement.
Much like Hailey Bieber’s recent deepened creative involvement with Victoria’s Secret, Gerber’s RE/DONE deal goes well beyond a traditional campaign deal. Her first fully co-designed capsule collection with the brand will debut at New York Fashion Week in September 2026.
Takeaways
The “Short/Cuts” campaign is a case study in what modern brand partnerships look like when they actually work, no celebrity hired to smile in a lookbook, but a genuine stakeholder helping shape what the brand becomes.
Gerber isn’t just the face of RE/DONE; she has skin in the game as an investor. That kind of alignment is increasingly what separates a campaign that pops from one that sticks.
For RE/DONE, this also signals something bigger: under CEO Phillip Prado, the brand is expanding beyond its origins in reconstructed vintage denim into a more fully realized lifestyle and cultural brand. “Short/Cuts” is their loudest creative statement yet that that shift is real.
With Gerber’s NYFW capsule dropping in September 2026, could this evolve into a full co-ownership or named sub-label? Is the investor-as-face-of-brand model the future of celebrity endorsements in fashion, and who does it benefit most?
