Review of Frame Spring 2024 Ad Campaign by Creative Director and Photographer Erik Torstensson model Amelia Gray
Frame continues to take aim at denim superstardom with its new Spring 2024 campaign, which was shot by the brand’s founder and creative director Erik Torstensson.
The campaign follows in the footsteps of the denim brand’s recent ad series starring supermodel Gisele Bündchen, but this time pivots to feature Amelia Gray, a young model who has had an astronomic rise over the past few seasons.
Shot in the penthouse of the famed Chateau Marmont in West Hollywood, the images tap into some classic Americana sex appeal and grounded glamor.
Though the images and designs themselves don’t feel like they do a ton to set the brand apart from the denim pack, its approach to campaign releases – which made the images of Gisele almost impossible to miss both online and out of home – made it so that everyone knew Frame’s name. With Amelia Gray as the new cover star, it looks like this saturation isn’t going anywhere.
Frame Creative Director | Erik Torstensson
Photographer | Erik Torstensson
Model | Amelia Gray
Stylist | Mel Ottenberg
Location | Chateau Marmont in West Hollywood.