Brand Focus: FRAME
FRAME Makes a Comeback at Den Dama
It’s official. FRAME is back at Den Dama. After some time away, the label returns to our world of style and we couldn’t be happier. Expect fresh energy, cool everyday pieces and those polished basics that fit right into Den Dama’s vibe.
About FRAME
FRAME was founded in 2012 by Swedish duo Jens Grede and Erik Torstensson. What started as a denim-focused label quickly grew into a full ready-to-wear brand loved for its clean cuts, elevated essentials and casual pieces with a refined twist.
They mix quality fabrics with easy silhouettes, creating clothes that are both stylish and comfortable. From perfectly fitted jeans to sharp blazers and timeless staples, FRAME has a way of making luxury feel effortless.
FRAME Faces: Sienna and Gisele
The Sienna Miller Campaign
FRAME’s Spring 2025 campaign turned heads when British actress Sienna Miller appeared alongside her partner Oli Green. Shot by FRAME co-founder and creative director Erik Torstensson, it was the first time the brand showed both women’s and men’s collections together.
The vibe is intimate and relaxed. Think the couple lounging on a bedroom floor, dressed in structured denim. Sienna wears straight-leg jeans like The Vertical paired with a simple white tank or a triangle bra, while Oli keeps it cool in denim shirts and matching jeans. The whole campaign feels natural and authentic, focusing on closeness and effortless style rather than over the top glamour.
The Gisele Bündchen Campaign
FRAME made a big statement when they brought in supermodel Gisele Bündchen for their Winter 2023 campaign. Shot by David Sims, the images showed a new energy for the brand.
The looks captured three sides of the FRAME woman; a touch of LA glamour, the laid-back California vibe, and denim as the star of it all. Gisele appeared in wide flare jeans, oversized denim jackets, and simple styling that let the denim shine.
For Spring 2024 the mood shifted to something softer and more intimate. The shoot took place in Miami with Gisele in vintage-inspired denim, white bralettes and jeans, with relaxed silhouettes that felt effortless and off-duty.
The Bubble
The Bubble is FRAME’s playful take on relaxed denim. It has a slightly rounded leg and a soft, worn-in feel that makes it perfect for everyday wear. Pair it with a simple tee or a chunky sweater for an easy, effortless look.
The LAX
The LAX is all about that classic California cool. High-rise, straight-leg and slightly cropped, it’s versatile enough to dress up with heels or keep casual with sneakers. A true wardrobe staple that never goes out of style.
Which FRAME piece would you love to see in your wardrobe this season?
Which FRAME style speaks to you the most right now — The Bubble, The LAX, or something else?
