Re/Done’s product identity will expand beyond its T-shirt-and-jeans roots after Kaia Gerber joined the company as an investor and creative partner and helped design Kaia Vol. 1, a 60-piece capsule scheduled for release next week. The collection is positioned to move the Los Angeles brand toward more tailored, night-ready pieces while retaining the lived-in ease that defined its early denim work.
The Story in Pictures
Gerber says her affinity for the label began with a well-worn Re/Done tee she bought roughly ten years ago, a garment she still wears frequently. "I wear it all the time, and it just gets better and better," she said, citing that worn-in quality as a guiding touchpoint for the capsule.
She joined Re/Done earlier this year as an investor, creative partner and advisory board member, and she worked directly with Meredith Kahn, who took the brand’s head-of-design role just over a year ago. Kahn says their tastes aligned closely, and that alignment set the capsule’s direction—pulling on vintage imagery and translating it into contemporary ready-to-wear.
The duo referenced a range of touchstones, from a late-1960s French librarian to Jane Birkin, and translated those notes into 60 pieces that include bohemian tie-front blouses, slightly cropped polos, pinstriped blazers and a silky babydoll dress with bust ruching. Outerwear offerings range from a leather trench to vintage-look shearling and a khaki officer’s coat, while a slouchy workwear silhouette was reimagined as the Worken jacket in patinated, faded canvas to reproduce that lived-in effect.
Fit and fabric were central in development. Gerber highlighted a slim-straight jean that carries her name and the Walker dress, a fine-gauge knit mini in crimson with a large cut-out at the back, among her favorites. Those choices signal an effort to balance daytime staples with pieces intended for evening wear.
The campaign, photographed by Bella Newman with creative direction from Jen Brill and styling by Taylor McNeil, stages Gerber as a solitary librarian in a city apartment beneath a dusky skyline. "It’s so refreshing, as a woman, to be sexy on your own terms and in a way that you genuinely find sexy," Gerber said, describing the shoot’s tone as a safe space to explore self-directed sensuality.
The partnership is described as personal and collaborative: the designers went vintage shopping together, exchanged extensive mood boards and developed a mentor-like rapport rather than working from a strict brief. Re/Done will use the upcoming campaign and the Kaia Vol. 1 launch to test whether this more varied assortment can broaden the brand’s appeal beyond its denim foundation.
