Kaia Gerber stars in RE/DONE’s denim-filled coastal classic campaign

RE/DONE knows exactly what sells right now: denim that looks lived-in, not labored over, and Kaia Gerber gives that story instant credibility. The brand’s Short/Cuts campaign, unveiled on May 20, 2026, is built around Gerber and RE/DONE’s three pillars, Originals, Vintage, and Upcycling, with the model fronting the kind of quiet, wearable pieces that still read like a status signal in a crowded denim market.

Shot by Mitch Ryan and conceived with Brill Brill Studio, the campaign moves like a series of cinematic fragments rather than a glossy product dump. That matters. RE/DONE is not trying to win with noise or novelty; it is selling authenticity through repetition, through the same silhouettes coming back in new guises, and through the idea that the best denim is the stuff you keep reaching for. Short/Cuts is the first creative expression of Gerber’s partnership with the brand, and it leans hard into that insider sensibility.

RE/DONE also launched The Kaia Edit alongside the campaign, a curated run of Gerber’s favorites that includes the Frankie Tee, the Mica Jean, the Nico Jean, the 70s Bootcut, and the Alexa Short. The lineup says plenty about where the brand wants to sit in the market. This is not statement denim built for one-night attention. It is the kind of wardrobe shorthand coastal classic dressing thrives on: easy jeans, stripped-back tees, a touch of 1970s shape, nothing screaming for likes.

The partnership has deeper business logic too. RE/DONE said Gerber joined earlier in 2026 as an investor, creative partner, and advisory board member, and her first fully co-designed capsule collection is set to debut during New York Fashion Week in September 2026. That gives the campaign weight beyond celebrity casting. Gerber is not just the face of the launch; she is helping anchor the brand’s direction.

That credibility is reinforced by RE/DONE’s own history. Founded in Los Angeles in 2014 by Sean Barron and Jamie Mazur, the label started by upcycling vintage Levi’s into modern fits, and it says it has diverted more than 231,000 garments from landfills. Brand materials also say more than half of its sales volume is now upcycled and recycled. At the Los Angeles launch event on May 21, 2026, Cindy Crawford joined her daughter, a family appearance that only sharpened RE/DONE’s California, classic Americana edge. In a market full of louder denim drops, RE/DONE is betting that restraint, heritage, and a recognizable insider still cut through.