Frame has introduced its newest collaboration with Alexandra Leclerc, the “It” Girl influencer, art curator and wife of Formula 1 star and Ferrari driver Charles Leclerc. Leclerc serves both as muse and collaborator for the brand’s ultra-chic 21-piece capsule collection.
“I’ve always loved Frame. I have so many pieces from them that I wear constantly around Monaco — my friends and I are genuinely big fans of the brand. They’re effortlessly cool in a way that feels real, not forced,” Leclerc exclusively told WWD of partnering with the Los Angeles-based fashion house.
“I always thought, if I ever do a collection that’s really about my street style, my everyday life, I would love to do it with them. I’m so glad it became a reality and that we get to share it with everyone,” she said. “It feels authentic because it is authentic. This isn’t a collection I designed for a version of myself — it’s pieces I actually reach for, in a city that’s actually my home.”
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As a longtime wearer of the brand, she explained that the capsule captures the spirit of her “genuinely at home in Monaco — my everyday style.” While Leclerc said her style for events leans more feminine, this collaboration emulates her everyday, effortlessly cool and put-together style, as seen through its fitted jeans, statement jackets and sweet matching sets.
In that vein, the collection was designed to be a complete wardrobe of European summer essentials — think sculpted dresses, snug tanks and Ts, leather trousers and capri pants, anchored by the elongated, low-slung Leo denim pant.
“The Leo jeans are my absolute favorite — I’ll be wearing them in so many different ways, during the day but also for a cute dinner with heels and good accessories,” Leclerc said of the ’90s-inspired bottoms.
“I also love the Casino set with the red and white motif — I’m actually wearing it to our launch dinner. And the red pants are incredible, they’re so flattering. I think you’ll be seeing me in those a lot,” she added of favorite styles.
Leclerc expressed that the partnership was special throughout the process — citing fitting meetings, sample try-ons and wearing the collection to friends’ dinners or around the house as favorite memories. She also emphasized that the campaign captured the essence of the collaboration, which reflects her life on Le Rocher.
Photographed by Robin Galiegue and directed by Vincent Catel, the campaign showcases Leclerc modeling the collaborative designs against the vibrant settings of Monaco, including Villa La Vigie and Pavyllon Monte-Carlo restaurant.
“This [partnership] is very special because it’s me at home. It’s not me at an event or on a red carpet — it’s just me, in the place that has always felt like home, in pieces I’m genuinely comfortable in and will wear every single day. Not for a particular occasion, just for life. The fact that the team wanted to shoot it that way — all around the places where I actually spend my time, dinners, coffee, walks — that meant so much to me. Every location in the campaign is somewhere that’s a real part of my life,” Leclerc explained. “We even shot part of it in the house where I had my civil wedding.”
Frame’s chief executive officer, Silvia Merati, told WWD that, “Frame is about connection and capturing people who define a moment. Our curators share a way of living, not just a look. Product and attitude are in constant dialogue, and Alexandra embodies that naturally, with a strong sense of place and perspective that feels aligned with Frame.”
She added that the brand strategically stepped into Leclerc’s world in Monaco and translated it through the Frame lens to balance the campaign’s intimate, reality-driven ethos with a sense of playfulness and ease.
The Frame capsule collection by Alexandra Leclerc, priced $98 to $1,998, will be available for purchase starting May 1 at 9 a.m. via the brand’s stores and e-commerce; at The Webster in Miami and Bal Harbour, Fla., and at select retailers globally.
Merati added that the approach is part of a broader evolution for the brand as it continues to expand globally, specifically in Europe. This is marked by two new store openings in Cannes on May 2 and Monaco on May 8. “We’re focused on telling stories that anchor our growth in culture and lived experience,” she said.
