Frame has excitingly announced the return of mega-model Gisele Bündchen as the face of its upcoming spring 2024 campaign. The campaign, shot in Miami by Erik Torstensson, Frame’s co-founder and creative director, provides an intimate perspective on a day in the life of the Frame woman.
This second chapter of collaboration with Gisele aims to capture a more personal narrative, moving away from paparazzi shots to showcase the model in vintage-inspired denim, barefoot in a bedroom setting. The campaign highlights Frame’s denim legacy, featuring top silhouettes like Le Jane, Mariner, and The Extra Wide Leg. The collection also introduces Jetset, designed for elevated comfort during travel days without hardware, seams, or pockets. Gisele is also portrayed in a retro sweatshirt and modern minimalist white suiting.
The unveiling event during New York Fashion Week for Gisele’s initial collaboration generated global coverage and contributed to bestsellers from the collection. Frame hopes to replicate this success with the spring 2024 campaign, emphasizing a more intimate and personal perspective on their iconic denim and style. The collection is now available at various retailers, including Net-A-Porter, Matches, Harrods, Selfridges, MyTheresa, Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, Nordstrom, and Elyse Walker.
