FRAME has teamed up with Amelia Gray for a collection that marks the model’s debut in denim design. The project draws directly from her street-style presence and long-standing connection to the brand. Gray has served as a regular ambassador across Fashion Week seasons in New York and Paris, and previously fronted the Spring Summer 2024 campaign.
Gray described the project as deeply personal. “I’ve been a customer and fan of FRAME for so long that designing with them felt like the right moment to finally express what I’ve always looked for in the perfect capsule collection,” she said. She emphasized precision in her approach, explaining that she focused closely on color, washes, fit, and fabric. Her goal centered on creating clothes that elevate everyday dressing without unnecessary complexity. As she put it, these are pieces “you can wear anywhere, in any moment, and still feel like yourself.”
The collection presents an interplay of oversized shapes, shrunken proportions, and low-rise denim. Materials range from leather to nylon to faux fur, each selected to support Gray’s view of a capsule that adapts to daily use. Vintage bombers appear in leather softened to feel well-worn, as well as nylon versions cut for a slouchy effect. Faux fur outerwear adds volume and sits easily over slim tanks and soft tees.
Denim drives the collaboration and sits at the center of the collection. FRAME introduces three silhouettes in authentic washes, each shaped with a specific intention. The Gray, named for the model, focuses on length and line, designed to create an elongated profile. The Detour brings an oversized, low-rise structure that reflects the casual side of Gray’s style. The Jort rounds out the series with a knee-length cut that offers a relaxed option for warm-weather dressing.
Additional pieces draw from early-2000s references interpreted through a modern lens. A plaid mini skirt pairs with a zip-front top and reflects a playful approach to set dressing. A cropped knit tee and matching mini skirt revisit the idea of a sweater set with a lighter, sharper attitude.
The campaign supporting the launch was photographed by Chris Colls in New York City. Styling came from Mel Ottenberg, Gray’s frequent collaborator, whose understanding of her aesthetic shaped the visual direction. FRAME offers the collection in its stores, online, and through select global retailers. Prices range from $128 to $1,998, covering the full capsule from denim to outerwear.
