Gisele is back as face of Frame for new season

Frame has announced the return of mega-model Gisele Bündchen as the face of its spring 24 campaign in a shoot by Erik Torstensson, Frame’s co-founder and creative director.

Shot in Miami, the campaign continues the brand relationship with the model who was previously unveiled as its latest face during New York Fashion Week. The unveiling event generated global coverage and helped drive some bestsellers from the collection including the Leather Midi Vest Dress, the MC Denim Jacket and the Le Mec Jean.

The company is clearly hoping it will see more of the same for the second chapter, although this campaign is less about paparazzi shots and mainly about “a more intimate perspective on a day in the life of the Frame woman”.

Gisele is shown “pared-back and barefoot” in a bedroom in vintage-inspired denim. The brand’s denim legacy is spotlighted via the season’s top silhouettes, Le Jane, Mariner and The Extra Wide Leg. There’s also the Jetset, its “travel-day denim, designed without hardware, seams or pockets for elevated comfort”. She’s also shown in a retro sweatshirt and “modern minimalist” white suiting.

The collection has just launched at retailers including Net-A-Porter, Matches, Harrods, Selfridges, MyTheresa, Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, Nordstrom and Elyse Walker, among others.