Frame Denim and Karlie Kloss Team Up for Spring Ad Campaign


By Kenneth Richard | The Impressionist

It is true that there are those who see problems as opportunities and anyone who has met Frame co-founders Jens Grede and Erik Torstensson can see that they are quite opportunistic. The creative duo behind Frame as well as the Saturday Group identified an opportunity upon hearing the difficulty a 6 foot-1-inch Karlie Kloss had in finding jeans to fit her frame. That problem turned into a capsule collection of Frame denim called ‘Forever Karlie,’ which celebrated its second anniversary last week with a party and a new ad campaign.

The campaign, lensed by Tortensson, features the statuesque model showing off her namesake collection for ads that will have a limited run on social media and online.

To commence their third campaign together, Frame transformed the Empire Diner in New York into ‘Karlies Diner’ for an evening, complete with branded menu including Karlies Soda, Karlies Fries, Karlies placemats, Karlies burgers and even Karlies Ketchup. It’s clear from the ads and the promotional Polaroids that both the model and creative directors Jens Grede and Erik Torstensson are in the right frame of mind to have fun with their denim collaboration.


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Agency | Wednesday
Creative Directors | Erik Torstensson & Jens Grede
Photographer | Erik Tortensson
Model | Karlie Kloss
Stylist | Jaime Kay Waxman
Hair | Didier Malige
Makeup | Francelle