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Looks like the house of Frame is returning to its roots this season as the Fall 2018 campaign reintroduces a core category to the narrative – denim.

Founders Jens Grede and Eric Torstensson launched Frame with a powerful denim offering, and soon found themselves having to soften that message while they diversified the offering from pantsuits to men’s sneakers.  Wisely shying away from allowing denim to be the feature item in their communication efforts. However the most recent Frame Fall 2018 ad campaign pairs denim as nicely as a bottle of 2007 Chateau Montelena Cabernet Sauvignon does with braised beef.

The campaign, lensed Torstensson himself, finds model Luna Bijl working the basics of a seamless studio. No easy feat but with the helpful hands of stylist Clare Richardson, and direction of lensman Torstensson, the result is a slouchy, yet casual sophistication that draws the eye in while making the point. One sure to satisfy the casual downtown fashion crowd.

Now if we could just find the right pairing for the Pedro Ximénez desert wine The Impression would be happy.

Photographer | Erik Torstensson
Model |  Luna Bijl
Stylist |  Clare Richardson
Hair | Tina Outen
Makeup |  Romi Soleimani