As Kaia Gerber launches her first campaign and designs her first collection for Re/Done, she and CEO Phillip Prado discuss the brand’s next phase.
Kaia Gerber is having a busy 2026. She published her first publication under her book project Library Science, is set to star in the television adaptation of Bret Easton Ellis’s novel, premiering in August, and kicked off the year with an investment in her first fashion brand.
In January 2026, Los Angeles-based Re/Done announced that Gerber had come on board as an investor, creative partner, and advisory board member. It follows the actor and model’s partnership with activewear brand. Today, Gerber’s first curated edit for Re/Done goes live, accompanied by a campaign starring Gerber.
The capsule is a combination of her favorite pieces over the years, a mix of re-issues and new, vintage-inspired items, made up of many of the basics that put Re/Done on the map, including denim jeans, shorts and jackets, white tees and tanks, and an oversized leather jacket. Gerber joined Re/Done at the behest of recently installed CEO Phillip Prado, who took the helm almost a year ago, in June 2025, following a 12-year stint at Gucci.
Six months ago, he enlisted Gerber to help usher the 2014-founded brand into its next phase. Prior to this, upon joining, he brought designer Meredith Kahn, founder of her eponymous jewelry brand, on to be head of design for the brand. Gerber, who worked alongside Kahn to curate today’s edit — and is also designing her first collection for the brand — describes Kahn as her “creative soulmate”.
“That’s been a huge highlight for me, to be surrounded by people withThe executive and creative shake-up comes over a decade into Re/Done’s founding. The brand was started in 2014 by Los Angeles entrepreneurs Sean Barron and Jamie Mazur, and fast became a go-to for Hollywood it-girls and, who were fans of its upcycled denim and California cool aesthetics.
In recent years, though, the brand has faced stiff competition, from upstarts like Now, Prado wants to bring Re/Done back to the fashion fore.
“When I joined Re/Done, what immediately excited me was that the brand already had incredible cultural equity and authenticity; it had just been a little bit dormant,” Prado says. Now, Prado’s goal is to elevate Re/Done into an ‘American luxury’ brand, expanding it out beyond its denim core into a luxury lifestyle label. He notes that the brand already has a sub-section of luxury consumers, thanks to its price point .
He’s confident Gerber can help to push the brand further in this direction. Prado refers to this first launch as the ‘call to action’ moment.
“We were talking to Kaia and her team for some time before she signed on officially in January. The product life cycle, in terms of development, takes around 12 to 14 months. When Kaia signed on, we got her into the offices as quickly as possible so we could bring her into this first collection, the new creative direction that’s going to come to life in July.
” Gerber’s selects from the collection, combined with archive re-issues, were fast-tracked in Re/Done’s Los Angeles factories, to launch an initial capsule in May in order to generate buzz. Upon the release of her first campaign and curated collection for the brand, Gerber and Prado sit down to discuss the process thus far, and what’s next for Re/Done.
: Fashion’s always been a part of my life and I’ve been in the fashion industry for a long time, but as I enter this new chapter of my life, wanting to be more involved creatively, I was thinking about brands that aligned with my sensibilities. Re/Done is a brand that I’ve always been a fan of.
I’ve been lucky enough to model these very elaborate clothes, but the clothes that I wear in my life are jeans and T-shirts — basically all the things that Re/Done does so perfectly. : When the opportunity came up, it felt very authentic and like a natural progression of the pre-existing relationship we already had . I wouldn’t be able to have this level of involvement with a brand that I didn’t feel aligned with me on multiple levels.
As I get older, I am more interested in collaborations rather than just lending my face, my name or my image to something and am really wanting to be able to be part of the creative process. : Phillip, why did you want to bring on an investor at this moment — and one who is a public face, and involved in the business? : Kaia understands Americana, effortless dressing. She understands the cultural conversation that’s happening around her generation.
And that’s critical to be relevant today. We weren’t looking for the traditional celebrity endorsement. We wanted someone who both personified the brand and could genuinely help shape the future direction of the brand, creatively and culturally. Bringing her in as an investor was important because it creates a real sense of alignment for the long-term of where we want to take the brand… She’s involved in the conversation around everything around product, casting, storytelling, imagery, brand direction.
That is what I wanted in a partner; it felt really natural and more collaborative than transactional. And the business impact obviously is going to speak for itself. : It’s been really wonderful to be involved from the beginning stages and getting to know the entire Re/Done team, getting to know Phillip and Meredith. I’ll send her mood boards and she prints them out and makes these really incredible collages with different fabrics.
We’re always finding inspiration not just from clothing, but also going to flea markets together and constantly finding new sources of inspiration. : Kaia has a very strong and instinctive reference in terms of imagery and a point of view, which was a surprise for me. When we started talking about her first capsule collection, which will come to life in September, I was like, ‘Meredith, where are things with Kaia?
’ Kaia jumped right in and shared her mood boards that she had prepared. It wasn’t Meredith just doing everything and saying, ‘Here, this is what I’m going to say for you,’ which unfortunately a lot of brands do, but that’s not what we wanted. : My focus over the last year has really been about sharpening the vision and building the infrastructure to support growth without losing our authenticity.
I think that’s key, especially for someone like me coming from very large organizations, that’s been a learning. We’ve spent a lot of time refining the product architecture, elevating the storytelling, rethinking how we present the brand visually, strengthening the internal teams. We’ve solidified the foundation of those teams and created a more cohesive long-term strategy across retail, wholesale, and communications.
The biggest shift has been moving Re/Done from feeling like a cult denim brand into positioning it as a broader modern American lifestyle brand — with a luxury sensibility. : What I love so much about Re/Done is that it is a big brand, but it really feels small, and everything is very curated. Because of how small the team is, we are able to get so much done and we are able to get collections out very quickly.
: I don’t want to be too prescriptive with how we let the creativity breathe alongside Kaia. With how we come up with things conceptually and then how we let those things come to life through the products and through communication touchpoints, you’re going to see a consistency in the visual language that has a strong point of view through Kaia’s lens.
That’s going to be complimented strongly with different capsules and partnerships that we do over the next few years together. We’ll let that be an iterative process to see how we adjust in real time.
: Denim will always be and remains at the center of what we do from a business standpoint because it’s part of our identity, it’s how the brand started, but there’s a significant opportunity across ready-to-wear, lifestyle, retail experiences and global expansion that we’re focused on. Kaia, as part of the brand, is aiding in all of those things. The goal is not just rapid growth at all costs.
It’s about building a brand with longevity, emotional connection, and a distinct point of view that has credibility. : In a world of fast fashion and growth for the sake of growth, it’s really refreshing to be a part of this brand that is very much intentional about growth and partnerships. Everything that ends up coming out, every collection, every piece, so much thought has gone into.
I appreciate that we’re able to grow while maintaining the DNA and the heart of the brand, which can be lost sometimes in today’s world where people want things immediately and very quickly, often at a disadvantage to the quality of the product. : Over the next six to 12 months, we plan to take some bold strategic moves to evolve our retail footprint — beginning with New York.
When we look at where our sales are concentrated, especially online, we see a big affinity for the brand in New York City. It’s a natural next step. In terms of how the brand evolves in this next chapter, it’s about bringing my luxury background into this new space and brand building, creating consistency, emotional desirability.
The challenge is: how do we elevate that without overpolishing , because Re/Done is not super polished and we want the brand to continue to feel lived in, effortless, personal, very California inspired. The future of luxury American fashion is not about looking perfect. It’s about feeling real. And that’s what I want, is this realness.
That’s what’s going to define the success of the brand in this next chapter. , where she covers fashion news, trends, and industry shake-ups and crossovers. She was most recently a reporter and editorial associate at
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