Kaia Gerber Gives RE/DONE A New Cut

Kaia Gerber enters RE/DONE at a moment when denim is being asked to carry more than timelessness. With Short/Cuts, the Los Angeles label folds her deeper relationship with the brand into a sharper image of vintage dressing: instinctive, reworked, and cinematic without losing its everyday ease. Launched on May 20 with a private Los Angeles event hosted by Gerber, the campaign is set to unfold through summer as RE/DONE pushes its denim language across a wider cultural stage.

Shot by Mitch Ryan and developed with Brill Brill Studio, Short/Cuts is built around fragments instead of a polished fashion fantasy. The campaign places Kaia Gerber inside a live in wardrobe, connecting RE/DONE’s three central worlds: Originals, Vintage, and Upcycling. That structure suits a brand whose image has always depended on the tension between old denim and new desire.

The launch also arrives with The Kaia Edit, a curated selection of RE/DONE pieces chosen by Kaia Gerber, including upcycled RE/DONE | Levi’s denim styles and a RE/DONE | Hanes tee. Her first fully co-designed capsule with the brand is scheduled to debut during New York Fashion Week in September 2026, giving Short/Cuts the feel of an opening move.

For RE/DONE, the timing is strategic. Founded in 2014, the brand built its reputation by reconstructing vintage Levi’s into modern silhouettes, helping define a luxury upcycling mood before sustainability became a standard marketing language. Now, under CEO Phillip Prado, the label is working to expand from denim cult status into a broader lifestyle proposition, while keeping its California ease and vintage intelligence intact.

Short/Cuts closes on the idea that denim does not need to be frozen in its own nostalgia; it can be cut, reworked, worn again, and still carry the memory of its first life. With Kaia Gerber, this RE/DONE campaign turns vintage into a living wardrobe language, where reinvention feels casual, intimate, and quietly exact.