#USA #Los Angeles #RE/DONE #Kaia Gerber #Short/Cuts

RE/DONE Unveils 'Short/Cuts' Starring Kaia Gerber

On May 20, 2026, RE/DONE introduced its brand-new campaign, 'Short/Cuts,' featuring model and entrepreneur Kaia Gerber. This campaign marks the first creative project stemming from Gerber's collaboration with the brand, which she joined as an investor and creative partner earlier this year.

A Creative Vision

The campaign was conceptualized by Brill Brill Studio and shot by the talented Mitch Ryan. 'Short/Cuts' presents a series of cinematic fragments through photography and motion that display the unique relationship Gerber has with RE/DONE's three pillars: Originals, Vintage, and Upcycling. The imagery captures an electrical energy showcasing how Gerber transitions through playful, instinctive personas—creating a casual yet artistic narrative filled with authenticity.

With an emphasis on a wardrobe that feels effortlessly collected rather than overly styled, the campaign encapsulates Gerber's genuine lifestyle, highlighting pieces she returns to time and again.

In her own words, Gerber expressed, "RE/DONE has always felt like a natural extension of who I am. 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." This statement reflects her deep connection with the brand and underscores the campaign's focus on authenticity.

A New Chapter for RE/DONE

RE/DONE is undergoing a significant transformation under the leadership of CEO Phillip Prado, aiming to evolve from its origins rooted in reconstructed vintage denim into a broader lifestyle brand. Prado noted, "Kaia brings more than visibility to RE/DONE — she brings taste, instinct, and a real point of view. This campaign reflects where we want RE/DONE to go creatively."

Indicating a shift in branding, RE/DONE is embracing a more cinematic and character-driven approach, looking toward a cultural connection that resonates with modern audiences.

Launching alongside the 'Short/Cuts' campaign is 'The Kaia Edit,' a carefully curated selection of RE/DONE pieces handpicked by Gerber. This collection features standout items including upcycled RE/DONE | Levi's denim styles such as the Mica Jean and the Nico Jean, and a classic RE/DONE | Hanes Frankie Tee.

Since its inception in 2014, RE/DONE has been at the forefront of the upcycling movement, redefining vintage styles with a contemporary twist. The brand's journey has included successfully upcycling over 260,000 pairs of vintage jeans into trendsetting designs. Their commitment to sustainability and innovative fits makes them a staple for models, artists, and fashion enthusiasts alike.

Going Digital

The campaign launched with a private event in Los Angeles hosted by Gerber. Moving forward, 'Short/Cuts' will be promoted across various digital platforms and retail channels throughout the summer, reaching out to a diverse audience keen on the latest in sustainable fashion.

As RE/DONE opens this new chapter, fans can expect fresh aesthetics and collections that will debut with the first co-designed capsule in September 2026 during New York Fashion Week. The ongoing collaboration between RE/DONE and Gerber signifies a merging of fashion elements aimed at redefining contemporary style while raising awareness of responsible consumerism.

In closing, 'Short/Cuts' is not just a campaign; it represents a holistic experience designed to connect with new generations that value creativity, sustainability, and self-expression. With Gerber at the helm of this initiative, RE/DONE is set to make waves in the fashion industry once again.