When Re/Done debuted its reconstructed denim in 2014, it did more than repurpose vintage Levi's - it reimagined the very notion of heritage. This week, the Los Angeles label unveiled its latest campaign, "Short/Cuts," featuring new investor and creative partner Kaia Gerber, shot by Mitch Ryan in collaboration with Brill Brill Studio. The campaign centers on three pillars - Originals, Vintage, and Upcycling - a trifecta that echoes the lingerie world's own slow embrace of archival revival. Just as corsetry evolved from rigid structure to soft lace, Re/Done's approach treats denim as a living document, each stitch a conversation with the past. Gerber, who joined the brand earlier this year as an advisory board member, described the collection as "pieces I come back to over and over again" - a sentiment familiar to collectors of vintage garters or silk slips. The accompanying "Kaia Edit" includes upcycled Re/Done | Levi's styles and a classic Re/Done | Hanes Frankie Tee, a nod to the Hanes label that, like many foundational undergarment brands, has quietly shaped American wardrobes for decades. CEO Phillip Prado noted that the campaign marks a "more cinematic, more character-driven" chapter, one that positions Re/Done as a lifestyle brand. For the Lingerie Museum, this evolution mirrors our own curatorial mission: to trace how intimate apparel - from the 19th-century chemise to modern shapewear - has always been about reinvention. Gerber's first co-designed capsule, debuting at New York Fashion Week in September 2026, promises to deepen that dialogue. In an era where we wear our histories, both denim and lace tell stories of transformation.
Originally reported by WWD