FRAME Denim has launched a new campaign dubbed Girls in FRAME. First to be featured in the new concept is Hanneli Mustaparta. The friend and co-collaborator for the brand, designers Jens Grede and Erik Torstensson chose to have the model shot in a Warhol ‘screen test’ inspired by filmmaker Matt Baron. You can see her sometimes dancing, sometimes self-consciously facing the camera, head-to-toe in FRAME.
This new idea is not just to feature their jeans, but also the launch of their shirt line. I think it is amazing and I cannot wait to see who else the brand gets for it. I can definitely see other FRAME fans like Miranda Kerr and Rosie Huntington-Whiteley making appearances. Who would you like to see in this new campaign? You can see the video above and head over to their Instagram to see more.
Hanneli Mustaparta was spotted making her way between shows during Fashion Week in New York. The fashion week regular wore the Overalls in Blanc by Frame Denim with some Prada sunglasses and sandals. By making these overalls in white, I find it to be refreshing after seeing the trend in the usual washed blues.
As frame keeps growing, I am interested in seeing what other styles they will be releasing. I also wonder if we will be seeing these on other Frame fans like Miranda Kerr. Her style is very prim so it would be very intriguing to see how she would interpret this trend. You can click here to purchase Frame Denim at Shopbop.
Frame Denim held their first presentation at New York fashion. Guests like Inez and Vinoodh, Hanneli Mustaparta, Harley Viera-Newton and Karlie Kloss, to name a few, all came out to support the brand at the Openhouse Gallery in Soho, New York.
The showcase featured styles from their new Spring/Summer 2014 collection such as their classic Le Skinny fits in Color Block and Railroad Tux, as well as the the Le Cut Off and more. You can see the new styles featured as well as the guests and cool backdrops below.
Photos Courtesy of Adrian Mesko & Frame Denim
She wore a pair of the Leather pants, the Leggings in the Feather print and Shoreditch washes. As well as the Skinnies in Wine and Burnt Orange. She paired all their jeans with their classic shirts (that striped tank above is my favorite), and their jackets, like the McCauley Jacket in Ivory and their ever perfect Varsity Jacket in Navy. You can check out some of shots of Hanneli’s campaign below.