By The Fashion Editorial Team
The Pacific coast beckons once more for RE/DONE, its signature blend of California chic and laid-back sophistication unfolding like a warm summer breeze. Shot against the breathtaking backdrop of Paradise Cove in Malibu, this season's campaign embodies the timeless essence of American fashion, distilled into simplicity. Brazilian model Alessandra Ambrosio steps into the frame as the RE/DONE woman in her own carefree elegance. Since RE/DONE's groundbreaking collaboration with Hanes in 2015, the West coast brand embodies an elevated aesthetic that evokes the timeless essence of California cool.
In the campaign, Zoë Ghertner brings her signature restraint to capture intimate moments of Ambrosio. In this intimate campaign, spectacle is shed in favor of understated elegance, revealing vintage denim against skin, the gentle dance of fabric caught in mid-air, or the warm glow of sunlight on hair. There's an unobtrusive cinematic quality at play, illuminating fleeting emotions and distilling each moment to its essence. Ambrosio's pairing of upcycled Levi's and classic Hanes tanks carries a sense of the nonchalant. RE/DONE’s iconic pieces are seen alongside new summer silhouettes like surf-inspired terry cloth co-ords, linen trousers, and sun-kissed whites for carefree days that unfold into golden evenings. In this campaign the feeling of comfort is found in the simplest moments: lazy beach walks, laughter-filled afternoons with loved ones, or quiet nights spent watching stars together.
“This season is about reconnecting with our roots; California, denim, and the stripped-down authenticity that made RE/DONE a cult brand from day one,” says Phillip Prado, the newly appointed CEO. Ambrosio echoes the sentiment: “RE/DONE is about living in your clothes—feeling strong, feminine, and like yourself. Coming back to this campaign felt like coming home, especially in a place as special as Malibu.” Under Prado's leadership, and with the strategic vision of Susan Chokachi, former Gucci executive and now Chair of the Board, RE/DONE enters a new era: one grounded in legacy but unafraid to evolve.
Since RE/DONES inception in 2014, the West Coast brand has been quietly revolutionizing American style through its groundbreaking approach to upcycled fashion. From the nostalgic charm of 90s-inspired jeans to the effortless cool of Ex-Boyfriend fits and Surf Pans, every piece is injected with modern flair. Over 260,000 vintage denim jackets have already been reimagined. These are clothes that feel great and also tell stories about their wearers' lives. As beloved among today's cultural icons, including Kaia Gerber, Jennie Kim, Rihanna, Zoe Kravitz, and Alessandra Ambrosio, RE/DONE has consistently defied trend cycles in favor of clothes that hold stories and evoke memories. This campaign continues the spirit of the brand through its meditation on identity, place, and purpose —making a return to its roots and the reawakening of its creative spirit.