Alessandra Ambrosio Stars in the Summer 2025 Campaign Shot by Zoë Ghertner at Paradise Cove
By The Fashion Editorial Team
The Pacific coast beckons once more for RE/DONE, its signature blend of California chic and laid-back sophistication unfolding like a warm summer breeze. Shot against the breathtaking backdrop of Paradise Cove in Malibu, this season's campaign embodies the timeless essence of American fashion, distilled into simplicity. Alessandra Ambrosio steps into the frame as the RE/DONE woman in her own understated elegance. Since their groundbreaking collaboration with Hanes in 2015, the West coast brand has tapped into her effortless coolness, a quality that resonates deeply.
In the campaign, Zoë Ghertner brings her signature restraint to capture intimate moments of Ambrosio. In this quiet campaign, spectacle is shed in favor of understated elegance, revealing the tender textures of vintage denim against skin, the gentle dance of fabric caught in mid-air, or the warm glow of sunlight on hair. There's an unobtrusive cinematic quality at play here: illuminating fleeting emotions, distilling each moment to its essence. Ambrosio's pairing of upcycled Levi's and classic Hanes tanks carries a sense of nonchalant sophistication. As Alessandra Ambrosio wears RE/DONE’s iconic pieces alongside new summer silhouettes like surf-inspired terry cloth co-ords, linen trousers, and sun-kissed whites designed for carefree days that unfurl into golden evenings, it becomes clear what makes this collection so endearing. Like warm sunlight on skin, these clothes are imbued with the feeling of comfort found in the simplest moments: lazy beach walks, laughter-filled afternoons with loved ones, or quiet nights spent watching stars together.
“This season is about reconnecting with our roots; California, denim, and the stripped-down authenticity that made RE/DONE a cult brand from day one,” says Phillip Prado, the newly appointed CEO. Ambrosio echoes the sentiment: “RE/DONE is about living in your clothes—feeling strong, feminine, and like yourself. Coming back to this campaign felt like coming home, especially in a place as special as Malibu.” Under Prado's leadership, and with the strategic vision of Susan Chokachi, former Gucci executive and now Chair of the Board, RE/DONE enters a new era: one grounded in legacy but unafraid to evolve.
Since its founding in 2014, RE/DONE has been redefining modern Americana with its pioneering approach to upcycled fashion. From the iconic 90s Jeans to the Ex-Boyfriend fit and Surf Pant silhouettes, the brand meticulously revisits the past with reverence for tradition while injecting it with contemporary edge. By repurposing vintage denim – over 260,000 pairs reworked to date – RE/DONE embodies a sustainable ethos that resonates deeply with style-conscious consumers and those attuned to environmental issues. As one of the most beloved brands among today's cultural icons, including Kaia Gerber, Jennie Kim, Rihanna, Zoe Kravitz, and Alessandra Ambrosio, RE/DONE has consistently defied trend cycles in favor of an emotional connection – clothes that hold stories and evoke memories. This campaign serves as more than just a seasonal statement; instead, it unfolds as a sun-kissed meditation on identity, place, and purpose. It marks not only a return to its roots but also a reawakening of its creative spirit.