Kaia Gerber Steps into the Fashion Arena: Joins Re/Done as Investor and Creative Director

Re/Done adds Hollywood talent. American actress and model Kaia Gerber has joined the denim company as an investor, creative partner and advisory board member. Gerber will collaborate with the company’s teams, as well as in the garment design, strategy, development and creative direction of the brand.

In order to carry out an expansion plan in both retail and wholesale, the company will count on Gerber, daughter of U.S. model Cindy Crawford, who has already helped Re/Done choose its leading lady for the upcoming spring campaign. Model Secret Snow, daughter of U.S. artist Dash Snow, will be photographed by artist Yasmine Diba.

The relationship between the company and Gerber began more than a decade ago, and it was she who introduced her mother prior to the launch of Crawford and Re/Done’s joint capsule collection in 2017.

Re/Done and Kaia Gerber follow in the footsteps of other brands such as Skims or Rhode, which have made their way into the market supported by their founders and celebrities

“We are aware of the challenges, both macroeconomic and within our fashion industry, around channel mix,“ said Phillip Prado, CEO of Re/Done, who joined the company from Gucci last May, “however, the e-commerce business is experiencing extraordinary momentum.

Over the past few years, celebrities have set their sights on fashion and cosmetics brands, either by creating their own or supporting those already founded. From Kim Kardashian with Skims and her latest collaborations with Nike and The North Face, which came after the U.S. company reached a valuation of $5.billion after closing a $225 million funding round, to Hailey Bieber with Rhode, which broke through in 2022 with only three products in its portfolio and a direct-to-consumer focus to be acquired, in 2025, by the E.l.f Beauty in an $800 million deal plus an additional payment linked to results.

Founded in downtown Los Angeles in 2014 by designers Sean Barron and Jamie Mazur, Re/Done specializes in repurposing secondhand vintage garments and creating a new narrative around American brands such as Hanes, Levi’s, Dr. Scholls and Ford.