Kaia Gerber Invests in Re/Done as Brand Targets American Luxury

Kaia Gerber has taken a significant step into the fashion business world, joining Los Angeles-based denim label Re/Done as an investor, creative partner, and advisory board member. Announced in January 2026, the partnership marks Gerber’s first investment in a fashion brand, following a similar move with activewear label Vuori. Her debut curated edit for Re/Done — a capsule of personal favorites, archive re-issues, and vintage-inspired basics including denim, white tees, and an oversized leather jacket — is now live alongside a campaign starring Gerber herself.

A Brand Repositioning for a New Era

The move is central to CEO Phillip Prado’s vision for Re/Done. Having taken the helm in June 2025 after 12 years at Gucci, Prado is steering the 2014-founded brand beyond its denim roots toward a broader American luxury lifestyle label. He also brought in designer Meredith Kahn as head of design, and the three have been collaborating closely since. Prado describes Gerber’s role as far beyond a celebrity endorsement — she is involved in product development, casting, imagery, and overall brand direction.

Growth With Intention

Re/Done’s founding entrepreneurs Sean Barron and Jamie Mazur built the brand on upcycled denim and California cool, earning a loyal Hollywood following. But in recent years, competition from labels like EB Denim and Agolde has intensified. Prado’s strategy focuses on deliberate, quality-driven growth rather than rapid expansion. Plans include strengthening retail presence beginning with New York, expanding ready-to-wear, and pursuing global growth — all while preserving the brand’s effortless, lived-in identity. Gerber’s first solo collection for Re/Done is expected to launch in September 2026.