Californian fashion house FRAME introduces supermodel Gisele Bündchen as the face of their Winter 2023 collection, marking a new creative phase for the brand as it ventures into its second decade.
In a fresh visual narrative conceptualized by the legendary photographer, David Sims, the campaign encapsulates a trifold identity representing the modern FRAME woman. The first facet pays homage to the glitz of Los Angeles, signifying the brand’s high-fashion essence. The second aspect reflects the relaxed Californian lifestyle, while the third, the DENIM ICONS campaign, is epitomized by Gisele, placing denim at the forefront.
Erik Torstensson, FRAME‘s co-founder, envisioned Gisele for this new elevated style direction from the onset. Having known Gisele personally for years, Torstensson consistently collaborates with friends within the industry, fostering genuine brand connections. Gisele, embodying multiple roles – a supermodel, entrepreneur, and environmentally-conscious mother – seamlessly aligns with FRAME‘s ethos. Her life, beliefs, and philosophy resonate perfectly with the brand’s core values.
As Torstensson remarks, “This is not just a new decade for FRAME, it is a new era; Fall is a true representation of the creative vision we had for the brand when we started and for me there can be no greater living icon in our campaign than Gisele. She is more than a model; she is an entrepreneur, a mother and an environmentally focused individual, who embodies wellness and thoughtfulness with an incredible work ethic and effortless style. It’s an honor to work with her and a dream come true for the brand.”
The Winter 2023 collection debuts on October 12th, 2023, and will be available globally at FRAME stores, the brand’s official website, and prominent retailers such as Net-A-Porter, Matches Fashion, Harrods, Selfridges, MyTheresa, Neiman Marcus, Bergdorf Goodman, and Elyse Walker.
oh another gisele comeback?
Every time I see Gisele, I’m reminded of why she’s a legend. Now, seeing her in FRAME’s Winter campaign, she’s like the living embodiment of the brand. Cali relaxed meets high-fashion glam, and it’s everything.
Okay, David Sims’ photography is always a win, but add Gisele in FRAME’s Winter 2023 collection to the mix? It’s pure magic! She’s more than just a model; she’s a symbol of everything this brand represents.
FRAME’s decision to feature Gisele Bündchen for Winter 2023 is simply genius! And with David Sims behind the lens? I’m blown away. It’s like they’ve painted a picture that’s equal parts LA sparkle, laid-back Cali, and undeniable denim coolness. Obsesseeeed guys~!
Seriously, Gisele’s vibe is just what FRAME’s Winter 2023 collection needed. It’s like she embodies everything the brand stands for.
gisele bundchen is the best choice ever for frame! finally somebody interesting as their face
gisele frame! perfect combination!
i am loving gisele for frame! i knew something is going to happen ever seen i saw them hosting a dinner together in new york