Re/Done's Summer 2025 campaign represents a strategic return to the brand's foundational California-cool ethos. The Los Angeles-based label has reunited with model Alessandra Ambrosio and photographer Zoë Ghertner to craft visuals that embody effortless West Coast authenticity. At the same time, the Re/Done's Summer 2025 campaign showcases both signature upcycled denim pieces and new seasonal offerings like terry cloth separates and sun-bleached basics.
Creative director Phillip Prado positions this collection as both an homage to Re/Done's heritage — particularly its cult-status reconstructed Levi's — and an evolution into broader wardrobe essentials designed for real-life summer moments. Ghertner's photography captures this duality through a lens that balances editorial polish with intimate snapshots. The campaign's stripped-back aesthetic reinforces Re/Done's commitment to timeless, versatile pieces while subtly advancing its sustainability mission through continued emphasis on upcycled materials and vintage-inspired designs.
Image Credit: Zoë Ghertner
What's Driving This Trend
- Sustainable Fashion Evolution
- Brands are increasingly focusing on blending sustainability with style by incorporating upcycled materials into their collections, reflecting an industry-wide shift towards eco-conscious design.
- Nostalgic Aesthetic Resurgence
- A growing number of fashion campaigns are drawing on nostalgia by revisiting vintage-inspired designs, offering consumers a blend of past and present fashion sensibilities.
- Editorial-intimate Photography Fusion
- There is a trend in fashion photography that combines high fashion editorial elements with candid, intimate snapshots, creating a fresh visual narrative that resonates with authenticity.
Who This Affects Most
- Apparel Manufacturing
- The fashion industry is witnessing a transformation as manufacturers adapt to incorporate upcycled materials, leading to innovative production processes and sustainable fashion solutions.
- Fashion Photography
- The demand for authentic and intimate photography styles in fashion is opening up new creative avenues for photographers to explore and redefine established visual standards.
- Marketing and Advertising
- Fashion campaigns are evolving to embrace narratives that highlight both heritage and innovation, challenging industry norms and attracting diverse consumer demographics.
