The model and cultural tastemaker becomes creative partner and investor at the sustainable denim label, signaling a new phase of celebrity-driven, values-led fashion.

Kaia Gerber has long existed at the intersection of fashion, culture, and generational change. This winter, she formalizes that position with a decisive move behind the scenes. The model, actor, and literary enthusiast has taken on a creative partner and investor role at Re/Done, the Los Angeles–based brand known for its sustainable approach to vintage denim and modern Americana. In her expanded capacity, Gerber will also spearhead the brand’s upcoming Spring 2026 campaign, marking a strategic evolution for both the label and its newest leader.

Re/Done has built its reputation by reworking heritage denim—most famously classic Levi’s—into modern silhouettes, emphasizing craftsmanship, longevity, and reduced environmental impact. In an industry increasingly scrutinized for excess, the brand’s emphasis on reuse and thoughtful production has resonated with a consumer base seeking authenticity over volume. Gerber’s arrival strengthens that narrative, aligning Re/Done with a figure whose public image is closely tied to intentionality, creativity, and cultural literacy.

Unlike traditional celebrity endorsements, Gerber’s role is explicitly collaborative. As a creative partner, she will contribute to design direction, campaign storytelling, and broader brand vision. Her investment further underscores a long-term commitment, signaling confidence not only in Re/Done’s aesthetic but in its values-driven business model. For the brand, the partnership reflects a growing trend in fashion: inviting cultural figures into ownership and authorship, rather than limiting them to front-facing roles.

Those familiar with Gerber’s trajectory will see this move as a natural progression. While she remains one of the most recognizable faces of her generation on the runway, her interests have steadily expanded beyond modeling. From book clubs and independent cinema to editorial projects, Gerber has cultivated a reputation for depth and curiosity. Her engagement with Re/Done channels that sensibility into fashion, positioning creativity and sustainability as inseparable.

The forthcoming Spring 2026 campaign is expected to reflect this ethos. While details remain closely guarded, sources close to the brand suggest a narrative-driven approach, rooted in realism rather than spectacle. The campaign will reportedly draw on themes of heritage, youth, and continuity—concepts that mirror both Re/Done’s design philosophy and Gerber’s own public evolution from model to multifaceted creative voice.

For Re/Done, the timing is significant. As the fashion industry navigates shifting consumer expectations, brands are under pressure to demonstrate credibility in their sustainability claims. Partnering with Gerber offers not just visibility, but cultural alignment. Her generation is acutely aware of environmental impact and increasingly skeptical of performative branding. By bringing Gerber into a decision-making role, Re/Done positions itself as a brand willing to share power and perspective.

Industry observers note that this partnership also reflects a broader recalibration of influence in fashion. Where previous decades prioritized star power alone, today’s landscape rewards authenticity, education, and genuine engagement. Gerber’s involvement suggests an understanding that influence is most effective when paired with responsibility and creative contribution.

As Spring 2026 approaches, attention will focus on how this collaboration materializes visually and conceptually. Yet beyond any single campaign, Gerber’s move signals something more enduring: a shift toward participatory leadership in fashion, where the faces that define an era also help shape its values.

In an industry searching for sustainable futures—both creatively and environmentally—the partnership between Kaia Gerber and Re/Done reads less like a headline-grabbing announcement and more like a considered step forward. It is a reminder that the next chapter of fashion may be written not only on the runway, but in the shared vision between brands and the cultural figures they invite inside.