Frame announces Gisele as new brand face

Los-Angeles based fashion brand Frame has just chosen star model Gisele Bündchen as the new face of its Winter 2023 collection.

Shot by seminal fashion photographer, David Sims, the campaign crafts a new visual narrative for Frame, a triptych of the three identities that make up the sum of “the new Frame woman.”

The first leans into the city of Los Angeles; the high-fashion side of the brand, the second has the insouciance of the laid-back lifestyle of California and the last is the Denim campaign which places the denim font and center, “Gisele in THE jeans.”

“This is not just a new decade for Frame, it is a new era,” said Erik Torstensson, co-founder of Frame. “Fall is a true representation of the creative vision we had for the brand when we started and for me there can be no greater living icon in our campaign than Gisele. She is more than a model; she is an entrepreneur, a mother and an environmentally focused individual, who embodies wellness and thoughtfulness with an incredible work ethic and effortless style. It’s an honor to work with her and a dream come true for the brand”.

The collection will be available for purchase at Frame stores globally, from the link below and with global retailers including Net-A-Porter, Matches Fashion, Harrods, Selfridges, MyTheresa, and US retailers including Neiman Marcus, Bergdorf Goodman, and Elyse Walker, beginning today.

Today, Frame boasts 14 stores in North America and one store in London. Frame is also sold through e-commerce as well as through leading department stores and boutiques worldwide.