In Pictures: Gisele returns as the face of FRAME for new SS24 campaign
Los Angeles-based premium denim brand FRAME has once again turned to supermodel Gisele Bündchen to front its latest campaign, launching today for SS24.
Photographed by Frame Co-Founder and Creative Director, Erik Torstennson, who established the brand in 2012 with Jens Grede, Gisele is portrayed pared-back and barefoot in a bedroom in vintage inspired denim, a retro sweatshirt and a "modern minimalist" white suit.
Torstensson said, "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."
Gisele was unveiled as the latest muse for the brand during New York Fashion Week in September 2023, creating "a paparazzi frenzy" at FRAME’s downtown dinner celebrating the new collection launch.
The global coverage of the campaign created instant bestsellers from the collection, including the ‘Leather Midi Vest Dress’, the ‘MC Denim Jacket’ and the ‘Le Mec Jean’.
The new 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".
Various storylines intertwine for FRAME’s SS24 collection, with the brand’s denim legacy spotlighted through the bestselling silhouettes of the season; ‘Le Jane’, ‘Mariner’ and ‘The Extra Wide Leg’ jean. Then there’s ‘Jetset’, described as "travel-day denim", which has been designed without hardware, seams or pockets "for elevated comfort".
Suiting features shawl collars and oversized blazers - paired with the "comfortable yet elevated" ‘Pajama Trouser’. There’s also fitted moto jackets in both leather and corduroy, paired with denim mini shorts and dresses.
The collection is available from today, 11 January, at FRAME stores globally, including the brand’s store in London's Marylebone which opened in October 2023, as well as at Net-A-Porter, Matches Fashion, Harrods, Selfridges and MyTheresa in the UK.
