Alessandra Ambrosio stars in RE/DONE’s Summer 2025 campaign, blending vintage denim with an authentic, laid-back Californian style.
Iconic Brazilian supermodel Alessandra Ambrosio once again captures the fashion world’s attention as the face of RE/DONE’s Summer 2025 campaign, one of the most influential brands in the reinvention of vintage denim. The new campaign was photographed by Zoë Ghertner at Paradise Cove, Malibu – a setting that perfectly encapsulates the relaxed, timeless essence of the Californian style that defines the brand.
With over a decade of experience redefining the use of recycled denim, RE/DONE this season presents a fresh yet consistent vision rooted in its origins: durable, minimalist garments with a worn-in aesthetic that evokes authenticity. The collection features upcycled Levi’s jeans, lightweight surfer trousers, cotton basics, and terry cloth pieces – all designed for summer by the sea. The colour palette remains soft, with washed-out whites and natural tones reinforcing the idea of a lived-in, functional wardrobe.
Ambrosio, who fronted the brand’s first collaboration with Hanes at its inception, describes this return as both personal and emotional. For her, RE/DONE symbolises freedom, confidence, and effortless femininity. Her presence in the campaign adds not only a sense of nostalgia but also authenticity, solidifying her bond with the brand and its Californian lifestyle.
The campaign launches at a key moment for the company, which recently announced changes in its leadership team. Phillip Prado has been appointed as the new CEO following an investment round led by Style Capital, while industry veteran Susan Chokachi takes on the role of Chairwoman. Their main goal is to scale the business while preserving its philosophy of responsible production, artisanal focus, and limited distribution.
Since its launch in 2014, RE/DONE has transformed more than 260,000 pairs of Levi’s jeans into new designs that have won over celebrities such as Rihanna, Dua Lipa, Jennie Kim, and Zoë Kravitz. These figures have chosen the brand not just for its aesthetic, but for its authenticity and commitment to sustainability.
The new collection is now available on RE/DONE’s online store and in its physical locations in Los Angeles, Malibu, Aspen, East Hampton, Paris, and Seoul. Each shop will carry exclusive, one-of-a-kind pieces selected especially for the season, reinforcing the limited and distinctive nature of the offering.
With a visually clean campaign and a narrative grounded in real-life style, RE/DONE proves that sustainable fashion can remain relevant, aspirational, and deeply connected to the people who wear it.
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