Frame names Amelia Gray as new brand face

Californian fashion brand Frame has named American model and television personality Amelia Gray as the new face of its latest campaign series. 

As part of the campaign, captured by Erik Torstensson, co-founder and chief creative officer of Frame, Gray, a familiar face in the Frame community for several seasons, redefines off-duty dressing for the quintessential LA girl. 

For Torstensson, it was not only Gray’s effortless style but also her old-school work ethic and natural warmth that embody the Frame woman.

The campaign highlights Frame’s new denim collection, showcased by Gray draped in nothing more than the brand’s Slouchy Straight Jean. Likewise, The Easy Shorts, are paired with the new Denim Power Jacket or a bikini top. The collection features summer-ready colors, including Washed Dusty Pink in the Heart Jacket and Long Barrel Jean, and Au Natural Clean in the fan-favorite Le Baggy Palazzo.

The Chateau Marmont provided the perfect backdrop for the campaign, serving as Torstensson’s home away from home in Los Angeles for decades. It has also been a seminal location for Frame since its inception, setting the stage for memorable shoots and events.

The collection is now available at Frame stores worldwide, through the brand’s online platform, and via global retailers such as Net-A-Porter, Harrods, Selfridges, MyTheresa, Browns, Le Bon Marche, Harvey Nichols, as well as esteemed US retailers including Neiman Marcus, Bergdorf Goodman, Shopbop, and Elyse Walker.