Amelia Gray is the face of Frame’s summer 2024 collection. The model follows Gisele Bündchen’s stint as the face of the denim and apparel brand.
In campaign images, lensed by Erik Torstensson, cofounder and chief creative officer of Frame, Gray poses in the penthouse of the Chateau Marmont in West Hollywood, Calif. Throughout the campaign, Gray fashions a variety of Frame’s denim designs, including the Slouchy Straight Jean.
Other pieces highlighted include the Easy Shorts, the Washed Dusty Pink in the Heart Jacket, Long Barrel Jean and Au Natural Clean in Le Baggy Palazzo. Mel Ottenberg styled the shoot.
The summer 2024 collection launched on Thursday, with pieces available at global retailers, including Net-a-porter, Harrods, Selfridges, MyTheresa, Browns, Le Bon Marché and Harvey Nichols and retailers in the U.S. from Neiman Marcus, Bergdorf Goodman, Shopbop and Elyse Walker. The collection is also available via Frame’s online store.
To celebrate Gray as its star, Frame hosted a dinner on Thursday inside penthouse 64 at Chateau Marmont. Gray’s mother, actress Lisa Rinna, and sister, Delilah Belle Hamlin, were in attendance. Other notable attendees included Justin Theroux, Yara Shahidi, Laura Harrier, The Strokes’ Albert Hammond Jr., Giveon, Angela Sarafyan, Aubri Ibrag, Francesca Reale, Henry Eikenberry, Rachel Matthews, Charlotte Lawrence, Kilo Kish, Emma Grede and Stella Banderas, daughter of Antonio Banderas and Melanie Griffith.
Prior to Gray’s collaboration with Frame on the summer 2024 collection, Bündchen starred in the fashion brand’s spring 2024 campaign. Bündchen was announced as Frame’s star during New York Fashion Week in September. “The Frame woman is a multihyphenate herself, she doesn’t want to think too hard about her look whether she is on or off-duty. She is effortless, elegant and wears her clothes with an enviable air of insouciance,” Torstensson said at the time.
Frame was founded in 2012 by Erik Torstensson and Jens Grede and is based in Los Angeles. Along with denim, the fashion brand features signature tailoring, luxury leather and quality cashmere among its pieces.
Frame is the latest campaign Gray has fronted. She has also appeared in visuals for Byredo’s Mojave Ghost Perfume and Givenchy, among other brands.
