RE/DONE

Jul 2025

The Summer 2025 campaign for RE/DONE masterfully bridges the gap between contemporary luxury fashion and nostalgic coastal ease. Captured through the lens of photographer Zoë Ghertner, the imagery leans into a sun-drenched, carefree aesthetic that feels both authentic and aspirational. The campaign centers on model Alessandra Ambrosio, whose relaxed presence against vintage backdrops—ranging from a 1957 mural of Paradise Cove to a classic red Porsche 1600—infuses the collection with a sense of timeless Americana. By utilizing natural light to highlight the raw textures of distressed denim and frayed hemlines, the visuals maintain a polished yet approachable commercial appeal. The integration of live-action technique alongside editorial lifestyle compositions creates a visual narrative that celebrates the brand's commitment to craftsmanship and historical inspiration. Supporting the project's elevated look, hair by Teddy Charles and makeup by Lilly Pollan ensure the subjects appear effortlessly put-together, perfectly complementing the rugged quality of the denim pieces. This project succeeds by grounding its editorial minimalism in real-world textures, effectively positioning the collection as a staple for the modern, style-conscious traveler. Ultimately, the synthesis of high-contrast black-and-white motifs and vibrant, saturated beach scenes confirms RE/DONE as a powerhouse in the luxury fashion market, capturing the quintessential spirit of a California summer through a sophisticated, lens-focused perspective.

Lifestyle, Commercial, Editorial

Natural light

Luxury Fashion Houses, Fashion