Insert Addison Rae’s scream heard around the world via Charli XCX’s “Von Dutch” Remix. The two icons—who are undeniably cultural curators—Petra Collins and Addison Rae, come together for the first step of the relaunch of Collins’ fashion brand, I’m Sorry. 

Petra Collins takes a creative directing position, while the creative campaign was shot by photographer Richard Kern, who had previously worked on I’m Sorry drop two in 2021; the campaign stars both Rae and Collins.

The models make themselves at home in the aquatic scenes, as if on a bachelorette weekend. From smoking cigarettes from feet to riding in the bed of a truck, Kern’s photography captures an essence of unbridled freedom.

For the first drop of this new series, designer Mimi Wade reimagines I’m Sorry through her ultra-feminine design aesthetic with a blend of old Hollywood glamor and late ’90s nostalgia.

The Los Angeles summer inspired collection is full of mermaids, ribbons, and flowers. The seemingly runaway bride, Addison Rae, frolics in the water at the beach wearing a minimally sheer all-white long sleeve with a ‘80s puffed shoulder connected by lace to a cheerleading skirt. Another square neck body-con mini-dress, gives a whole new meaning to skin tight. The dress features a graphic of a black dress revealing cleavage paired with a belt that states, “sorry.”

Yet, Collins’ team of creatives doesn’t end there. Collins partnered with jewelry designer Tarina Tarantino to create jewelry pieces that tell stories through mismatched earrings, a “Miss I’m Sorry” cameo crown, and matching wedding ring. 

After almost 20 years, I’m Sorry re-issues the ‘String Piece #1’ handbag from designers, Antoni & Alison, from their Spring/Summer 2006 collection in a limited run of 300 signed and dated pieces.

The final two drops for I’m Sorry are slated for Fall 2024 and Spring 2025, with designer Jenny Fax confirmed as the next collaborative partner.

Discover I’m Sorry by Petra Collins on ssense.com and the SSENSE mobile app with prices ranging from $95 to $495 USD.