In Pictures: Amelia Gray fronts new Frame campaign for SS24

Coming hot off the heels of its latest campaign with supermodel Gisele Bündchen, which launched in January 2024, Los Angeles-based premium denim brand Frame has turned to American model and TV personality Amelia Gray as its latest face for SS24.

The campaign was shot by Frame Co-Founder and Chief Creative Officer, Erik Torstensson, who established the brand in 2012 with Jens Grede, at Chateau Marmont in West Hollywood.

Gray is said to "epitomise a new era of off-duty dressing for the quintessential LA girl" and, for Torstensson, it is her natural warmth "that truly embodies the Frame woman".

The campaign highlights Frame’s new denim offer, with Gray draped in nothing more than the brand’s ‘Slouchy Straight Jean’.

There’s also the ‘Easy Shorts’, paired either with the new ‘Denim Power Jacket’ or a simple bikini top. Sun-drenched colours include washed dusty pink for the ‘Heart Jacket’ and ‘Long Barrel Jean’, and ‘au natural clean’ for the popular ‘Le Baggy Palazzo’ style.

The new SS24 collection is now available at retailers including Harrods, Selfridges, Harvey Nichols, Browns, Net-A-Porter and Le Bon Marche, as well as Frame’s own stores.

Last month, Frame named Thomas Lecoq as its new EMEA CEO, as the California brand targets double-digit growth in the region over the next three years.