Review of Frame Denim Spring 2025 Ad Campaign by Creative Director Erik Torstensson and Photographer Noua Unu with models Abény Nhial and Merlijne Schorren
Frame extends its artfully minimalist vision of an everyday luxury denim wardrobe with its Spring 2025 campaign, captured by photographer Noua Unu.
The campaign quietly evolves Frame’s practice of intimate and nostalgic editorial portraiture that puts a direct emphasis on the brand’s classic denim offering. Under Unu’s lens, models Abény Nhial and Merlijne Schorren exude dynamism and confidence. The styling also goes a long way to emphasize the versatility of denim and the distinct character of the brand’s core cuts.
Taken individually, Frame’s straightforward campaigns don’t feel particularly memorable. But seen as a whole, Frame’s campaign output evinces a consistent and cohesive strategy to build out an identifiable aesthetic and a signature brand identity – and the brand’s continued success speaks to the longevity of that strategy.
Frame Creative Director | Erik Torstensson
Photographer | Noua Unu
Models | Abény Nhial and Merlijne Schorren
Stylist | Ilona Hamer
Hair | Ward Stegerhoek
Makeup | Frank B