Californian fashion house FRAME has announced the continuation of its collaboration with supermodel Gisele Bündchen for its Spring 2024 collection. The campaign, photographed by FRAME Co-Founder and Creative Director Erik Torstensson, captures Gisele in a series of intimate and relaxed settings in Miami, wearing the brand’s latest designs.
Gisele’s association with FRAME first made headlines during New York Fashion Week, where her appearance sparked a media frenzy. This initial collaboration and campaign led to several items from the collection becoming instant best-sellers, including the Leather Midi Vest Dress, the MC Denim Jacket, and the Le Mec Jean.
The Spring campaign portrays Gisele in a more personal light, reflecting the everyday life of the FRAME woman. Images show her in various settings, ranging from casual and barefoot in vintage-inspired denim to sporty looks in retro sweatshirts, and embracing modern minimalism in white suiting.
According to Torstensson, FRAME’s vision is centered around “elevated simplicity and style in wardrobe staples.” He describes the FRAME woman as a multi-faceted individual who values effortless elegance and an insouciant approach to fashion. This campaign celebrates that ethos.
The Spring 2024 collection tells four unique storylines that collectively signify FRAME’s new creative direction. It highlights FRAME’s denim legacy with popular styles like Le Jane, Mariner, and The Extra Wide Leg; Jetset, a travel-friendly denim line designed for comfort; a focus on suitings such as Shawl Collar and Oversized Blazers paired with Pajama Trousers; and Spring Fashion designs featuring Cropped Utility and Fitted Moto Jackets in leather and corduroy, complemented by daring denim Mini Shorts and dresses.
Available globally at FRAME stores, the collection can also be purchased online and through various international and US retailers, including Net-A-Porter, Matches Fashion, Harrods, Selfridges, MyTheresa, Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, Nordstrom, and Elyse Walker from January 11th, 2024.
