RE/DONE reintroduces itself through a familiar lens this season, returning to the beaches of Malibu with supermodel Alessandra Ambrosio and fashion photographer Zoë Ghertner for its Summer 2025 campaign. The shoot takes place at Paradise Cove, a location that mirrors the brand’s original ethos – sun, denim, and ease. A decade after fronting the label’s debut Hanes collaboration, Ambrosio appears again, styled in RE/DONE’s signature reconstructed denim, minimal cotton basics, and this season’s new relaxed additions.
The Summer 2025 offering features a wardrobe designed for long days near the ocean. Core pieces include upcycled Levi’s and RE/DONE’s Vintage line, worn with new summer staples like terry cloth tops and shorts, lightweight cotton surf pants, and washed-out whites. The collection builds from familiar pieces and introduces functional additions without losing the worn-in aesthetic that made RE/DONE recognizable when it first launched in 2014.
Alessandra Ambrosio, who has long been associated with effortless California style, describes the campaign as a return to something personal. “RE/DONE is about living in your clothes, feeling strong, feminine, and yourself,” she said. “Returning to this campaign felt like coming home, especially in a place as special as Malibu.” Ghertner’s photography steers the visuals away from heavy stylization. Instead, her images carry a quiet directness that lets the materials and the environment take the lead.
RE/DONE emerged as one of the first labels to give vintage denim a new function in modern wardrobes. Since its launch, the brand has reconstructed over 260,000 pairs of Levi’s, creating new silhouettes like the 90s Jean, the Ex Boyfriend, and the Denim Trucker. These styles quickly found an audience, worn by figures such as Rihanna, Zoe Kravitz, Lisa, Jennie Kim, Dua Lipa, and Dakota Johnson, who favored the label’s reworked proportions and focus on individuality.
This campaign coincides with internal developments at the company. Earlier this month, RE/DONE announced Phillip Prado as its new CEO, following increased investment from majority owner Style Capital. Prado now works alongside Susan Chokachi, who joins as Chair of the Board. Together, they aim to expand the brand’s reach while keeping its founding philosophy intact. Their leadership marks a new phase in RE/DONE’s evolution, one that looks to scale its operations without sacrificing its distinctive approach to sourcing, fit, and fabrication.
The RE/DONE Summer 2025 campaign launched through RE/DONE’s online store and its physical locations in Los Angeles, Malibu, East Hampton, Aspen, Paris, and Seoul. Alongside the new summer items, each flagship location features exclusive one-of-a-kind pieces selected for this season – continuing RE/DONE’s commitment to original sourcing and limited distribution.
