Blue Jean Baby, LA Lady
Discover Frame’s glamorously bohemian take on summer dressing
This season, cult denim brand Frame’s moodboard was scattered with photos of ’70s style icons. The dressed-up, casual insouciance embodied by fashion’s long-time muses such as Anita Pallenberg, Jerry Hall and Bianca Jagger laid the foundation for a playful and eclectic Spring 2019 collection. While the inspiration had a throwback feel, these are timeless pieces with a modern appeal. Based on elevated wardrobe essentials, you can call off the search for the perfect striped tee, sleekly tailored city shorts, and wear-anywhere high-rise skinny jeans.
Frame is a brand that you can bank on for your city wardrobe, but with an eclectic color palette and ultra-feminine, floaty silhouettes, there is a duality this season that also speaks to our bohemian summer spirit: the easy utility shorts, perfect off-white prairie blouse and loose-fit printed cotton top that instantly transport us to a music festival or more far-flung destination. With a bold mix of textures, the latest offering promises to plug the holes in our wardrobes with simple but luxe pieces that we’ll turn to year-after-year to inject our summer style with a high-end look and a downtown feel.
The brand is beloved for its truly global aesthetic. Created by two Swedish natives, it has a base in east London’s trendy Shoreditch neighborhood, and is made in the denim hub of Culver City, LA. This eclectic combination equates to a label that blends Swedish minimalism with a laid back LA vibe, and London’s fashion-forward edge. Founders Jens Grede and Erik Torstensson initially set out to create the perfect pair of skinny jeans, and since nailing it with their chic ‘Le Skinny’ – an ultra-flattering mid-rise cut – Frame has developed from a passion project into a full ready-to-wear brand that has become the go-to for off-duty models and women who want to look effortlessly stylish.
In just seven years, Beyoncé, Hailey Bieber, Doutzen Kroes, Miranda Kerr and Karlie Kloss are just some of the coterie of stylish women who are regularly spotted in the label’s highly tuned wardrobe staples. In fact, Frame even collaborated on a special line called Forever Karlie with supermodel Kloss for women in need of a longer-length leg.
“An eclectic color palette and ultra-feminine, floaty silhouettes... There is a duality this season that also speaks to our bohemian summer spirit
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Even if you’re not a supermodel, Frame’s luxe denim and leather pants are universally flattering. Their high-rise silhouettes have been cleverly engineered to sit on the most flattering part of your hips and have just the right amount of stretch so that they retain their shape. If you gravitate towards a more tomboyish sense of style, you won’t be disappointed with the boxy tailored shape of the brand’s classic blazers – this season in a bold optic white.
Now producing four ready-to-wear collections a year, the brand occupies a rare space between contemporary pieces that are made to live in and really have fun in, and collectable highly-coveted designs that you’ll cherish forever.