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FRAME marks 10 years with Women in FRAME anniversary book

Lauretta Roberts
20 February 2023

FRAME, the premium denim-led ready-to-wear brand, is marking its 10th anniversary with a commemorative book, Women in FRAME, featuring a line-up of high profile women wearing its designs and shot by co-founder Erik Torstensson.

The 385pp coffee table book features some of the brand's earliest campaigns starring supermodel Natasha Poly, as well as shoots marking creative collaborations with the likes of Karlie Kloss, Imaan Hammam and Sasha Pivovarovaand, most recently, original super Claudia Schiffer (main image).

Torstensson – who established the brand with his fellow creative agency founder Jens Grade – described the book as "a love letter to everyone who participated in the process and the talent that stood in front of my camera."

Women in FRAME by Erik Torstensson

Women in FRAME is available to purchase, priced at £98, at with all proceeds going to Planned Parenthood, an American organisation that provides care and resources to allow people to make informed decisions about their bodies, their lives, and their futures.

FRAME shook up the denim market when it arrived a decade ago with its clean, unbranded denim, which fused the Scandinavian cool of its founders with French chic (its product names we all preceded with Le, such as the original style Le Skinny de Jeanne) and Los Angeles celebrity. Karlie Kloss and Kate Bosworth were among its earliest fans.

Imaan Hammam in Women in FRAME

Over the years the collection has expanded to include full ready-to-wear offers for men and women, with denim at its core. It is known for its creative collaborations with industry insiders such as Kloss, Claudia Schiffer and Camilla Al Fayed of Ritz Paris.

Listen to our 2022 podcast with Erik Torstensson here.

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