The Californian fashion house Frame, which opened its first UK store on Draycott Avenue in 2022, has revealed that Gisele Bündchen, renowned supermodel, entrepreneur, mother, and advocate for environmental conservation, will once again be the face of the brand’s Spring 2024 collection.
The iconic supermodel was unveiled as the latest muse for the brand during New York Fashion Week in January, creating a paparazzi frenzy at FRAME’s downtown dinner celebrating the launch. The global coverage of the campaign created instant best-sellers from the collection, including the Leather Midi Vest Dress, the MC Denim Jacket, and the Le Mec Jean.
The Spring campaign sees Gisele return for a second chapter, and the collaboration between Torstensson and Gisele takes a more intimate perspective on a day in the life of the FRAME woman. Gisele is portrayed pared-back and barefoot in a bedroom in vintage inspired denim, she is sporty in a retro sweatshirt and a modern minimalist in white suiting.
Torstensson says, “FRAME has always been about elevated simplicity and style in wardrobing staples. The FRAME woman is a multi-hyphenate herself, she doesn’t want to think too hard about her look whether she is on or off-duty. She is effortless, elegant, and wears her clothes with an enviable air of insouciance. This campaign is a celebration of that attitude and lifestyle.”
Spring 2024 unfolds as a captivating visual narrative, intertwining four distinctive storylines that encapsulate the essence FRAME’s new creative era: FRAME’s timeless Denim legacy spotlighted through the best-selling silhouettes of the season – Le Jane, Mariner, and The Extra Wide Leg; the Jetset is the celebrated travel-day denim, designed without hardware, seams, or pockets for elevated comfort; Suiting takes focus in Shawl Collar and Oversized Blazers paired with the comfortable yet elevated Pajama Trouser; finally, Spring Fashion shapes include Cropped Utility and Fitted Moto Jackets in distinct fabrications of leather and corduroy paired with daring denim Mini Shorts and dresses. The visuals capture the spirit of the season, where bold choices and fearless combinations redefine the landscape of springtime elegance.
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