Frame names ex Golden Goose exec CEO to lead 'next phase of global expansion'
Los Angeles-based fashion label Frame has appointed Silvia Merati as its new Chief Executive Officer, as the brand continues to expand its retail footprint internationally and evolve beyond its denim roots.
Merati joins Frame, effective immediately, from Golden Goose, where she served as CEO of the Americas since 2019, overseeing the brand’s direct-to-consumer expansion. She succeeds Nicholas Dreyfus, who will transition to an Executive Chairman role after leading the business since 2020.
"[Merati] brings a wealth of global experience and a deep understanding of modern luxury retail," said Dreyfus in a statement. "Her appointment will further strengthen our leadership team and position Frame for its next phase of global expansion."
With previous senior roles at Yoox Net-a-Porter and Intermix, Merati brings extensive experience in luxury e-commerce and omnichannel retail - expertise that will be central to driving Frame’s international growth.
The brand, founded in 2012 by Jens Grede (now CEO of Skims) and Erik Torstensson, has grown from a cult denim label into a full lifestyle brand. In recent years, Frame has broadened its ready-to-wear offering and accelerated physical retail expansion.
Following the opening of its Madison Avenue flagship last year, Frame has launched new locations in Malibu and Chengdu, China, along with concessions in Galeries Lafayette in Paris and Harvey Nichols in London.
The appointment comes during a period of transition for Frame’s leadership. Co-founder Torstensson stepped back from the business in August amid a legal dispute with Natalie Massenet, founder of Net-a-Porter and Imaginary Ventures. The case has since been resolved after both parties withdrew their lawsuits. Last year, named Thomas Lecoq as its new EMEA CEO. At the time, the brand said it was targeting double-digit revenue growth in the region over the next three years.
