Ready to update your arsenal of chic, everyday essentials? LA-based brand Frame, founded by Jens Grede and Erik Torstensson in 2012, is back with an exciting collaboration that lets you do just that. Model, influencer, and television personality, Amelia Gray, joins forces with the cult-favorite label for a 16-piece denim and ready-to-wear capsule that draws on the edgy, carefree street style she is known for. With skin in the game, Gray tells Vogue “It’s extremely important to me to maintain my autonomy, and to be true to myself. If it’s going to be something I’m putting my name on, then it s something that my heart is so involved in, and really represents me. This collaboration is that.”
Denim, of course, anchors the collaboration. In true Frame form, the pieces range from relaxed, baggy silhouettes that capture the off-duty charm of supermodel style, to slimmer, minimalist fits that can be dressed up or down. “I was so particular with the washes—I went through my entire denim collection, and thought, ‘What is missing? What do I like? What do I wish I had?’ It was so fun to create these pieces, because I was creating them for me.” The collection features three distinct silhouettes in three considered washes: The Gray, a mid-rise designed to elongate the leg and flatter the waist; The Detour, a baggy, low-rise fit for the cool girl; and The Jort, a ’90s-inspired skater short that hits right at the sweet spot above the knee.
One of her favorite pieces in the collection? A big, oversized, faux fur coat that reminds her of New York City living. “A big fur elevates any outfit. You can wear it at night, or to spice up a simple look when you’re feeling lazy. Sometimes, you just need a statement coat.” And statement it does make! The Amelia coat is cut from faux shearling, balancing plush warmth with a modern shape—ideal for any wintery occasion. The Nightcap bomber jacket is a runner-up for Gray; a sporty, lightweight layer that finds loose inspiration in the vintage toppers in her closet.
What else does this collection entail? “Unisex baggy jeans that can be worn with ballet flats, or shared between boyfriends and girlfriends”; checkered matching mini skirt sets, a studded belt, and ultra-wearable cotton tunics and tanks to wear solo, or layered. “I’m sort of opening up my closet to an audience, and that’s really exciting. I can’t wait to see how it s received, and how people play, and interpret. There’s something for everyone.”
The campaign was shot by Chris Colls in New York City and styled by Gray’s perennial creative collaborator, Mel Ottenberg. The collection will be available in Frame stores, at frame-store.com, and at The Webster, with prices ranging from $128 to $1,998. Shop it exclusively 24-hours before the official drop, on Vogue only.
