Exclusive Fashion Story "WONDER WALL" is now updated!
Check inside for the Full Page Editorial
Bruce Weber Photographs Frame Denim
September 15, 2017 11:00 AM
The latest collection from Frame Denim comes like a soft ripple, wending and spreading itself through the fashion world in an organic wave. Erik Torstensson and Jens Grede, the founders, decided from the start that they wanted it to be that way– charming, understated, and against-the-grain.
It was natural, then, that they chose Bruce Weber to photograph the line. They had long admired the man who brought clarity to 80s and 90s fashion photography, and earlier in their careers would have jumped at the chance to count him among one of their storied collaborators. But it was not as collaborators they came to him, but as friends, having built a relationship of trust through years of phone calls, shared drinks, and chance meetings in Miami.
The present culmination of that relationship is the bold, graceful beauty in the photographs. Yes, they’re quirky and seem born of the kind of carte blanche creative control which only comes from adulation. And for the record, yes, they did just ship Bruce a box full of denim and asking for nothing more than his own interpretation. But that’s only the start of the story. These pictures are a statement about jeans, about how they can be more than just an over-sexualized leg-line or an archetypal icon of America. They’re a twinkle in the eyes of some hunk wearing a turban, and a promise to be relaxed and well-adjusted, no matter the circumstances.
At the end of the day, we buy into fashion partly because of how it makes us look and partly because of how it makes us feel. The real beauty of an organically growing project like the latest by Frame is that it grants us a glimpse of how those two impulses come together. We can look stunning, and funny, and sexy, and calm all at once, even in something as “normal” as jeans, so long as we promise to look at ourselves and one another with optimism, and friendship, and openness.
View the complete visual story at FRAME.
WRITTEN BY CHRISTOPHER SIEMER
EDITED BY HOLLIS DE LANEY
PHOTO CREDIT: FRAME
PHOTOGRAPHY: BRUCE WEBER
related posts
Miu Miu’s Croisière launches 2015 advertising campaign
Miu Miu’s Croisière embellishes rhythmic serenity in the new 2015 advertising campaign.
DEMARCHELIER CAPTURES DIOR BOTH CLASSIC AND CONTEMPORARY
Seminal fashion photographer Patrick Demarchelier has produced a second tribute to iconic fashion house Dior. Entitled: “Dior: New Couture”, the volume features elegant pieces spanning...
MORGAN LANE INTERVIEW/FASHION STORY
Exclusive Interview/Fashion Story "MORGAN LANE" is now updated!
Check inside for the full page Interview/Fashion Story!
Fall into the holidays with Gucci
Italian fashion brand, Gucci makes falling look like an art with their latest short film.
Chrome Hearts - A New Creative Space in Miami
During Art Basel Chrome Hearts is opening a new space that combines the passions behind the brand.
Saint Laurent features celebrity offspring in new campaign
Pierce Brosnan's defined bone structure and natural attraction to the camera must be genetic, his 17-year-old son Dylan was featured in St.
Stella McCartney honored with Women’s Leadership Award
Designer Stella McCartney was honored at the Lincoln Center, in New York, with a Women’s Leadership Award event.
PRADA RESORT 2015 CAMPAIGN
Prada’s 2015 resort ad and video campaign has been released and the results are striking. Shot by fashion photographer Steven Meisel, the video features newcomers Adrienne Juliger, Ine Neefs and...
DAVID YURMAN FASHION STORY "INTO DARKNESS"
Exclusive Fashion Story "INTO DARKNESS" is now updated!
Check inside for the Full Page Editorial
HAPPY HOLIDAYS FROM H&M FEAT. TONY BENNETT AND LADY GAGA
This holiday season, H&M will be ushering the festivities with help from iconic singer Tony Bennett and pop behemoth Lady Gaga.
2014 GUGGENHEIM INTERNATIONAL GALA PRE-PARTY MADE POSSIBLE BY DIOR
On November 5th, the 2014 Guggenheim International Gala’s pre-party honored famed artists Heniz Mack, Wang Jianwei, Günther Uecker, Carrie Mae Weems, and the late Otto Piene. Hosted by...
RUBY ROSE INTERVIEW/FASHION STORY
Exclusive Interview/Fashion Story "RUBY ROSE" is now updated!
Check inside for the Full Page Editorial
CHRISTIAN LOUBOUTIN AND ELISA SEDNAOUI PROMOTE EDUCATION THROUGH THE ARTS
Christian Louboutin, designer of the famed red-soled shoes, has collaborated with Elisa Sednaoui, model-actress/philanthropist, to push for an expansion of education in Egypt and other...
KENZO COLLABORATED WITH EVIAN
Mineral water brand Evian has teamed up with French Fashion House Kenzo to produce stylish, limited-edition water bottles.
SARAH PAULSON EXCLUSIVE INTERVIEW/FASHION STORY
Exclusive Interview/Fashion Story "SARAH PAULSON" is now updated!
Check inside for the Full Page Editorial
"DIOR AND I"
The Orchard, a film and TV distributer, has announced their acquisition of the rights in Canada and the U.S.
GUESS FASHION STORY"GUESS WHAT?"
Exclusive Fashion Story "GUESS WHAT?" is now updated!
Check inside for the full page Fashion Story!
ALEXANDER WANG x H&M COLLECTION
Counting down in one week! ALEXANDER WANG x H&M Collection will be released in stores on November 6th.
TID WATCHES"TID NO.1"
TID is a Stockholm based watch brand founded in 2012 by Ola Eriksson, Petrus Palm.r and design studio Form Us With Love.
CLARKS SOHO STORE GRAND OPENING
The British brand CLARKS has a long history of shoe making and has forever made a mark in the industry.
THANK YOU FOR GAVE US A DREAM WARDROBE"OSCAR DE LA RENTA"
“I want to make clothes that people will wear, not styles that will make a big splash on the runway.”
- Oscar de la Renta -
JILL STUART'S NEW FLAGSHIP STORE IN SOHO
Jill Stuart recently announced the opening of her new flagship store and marked the occasion with an opening reception on Thursday the 16th of October.
KATE MOSS AND STELLA MCCARTNEY FOR BREAST CANCER AWARENESS
Kate Moss and Stella McCartney for Breast Cancer Awareness
LANVIN PUBLISHES PHOTO BOOK LANVIN: I LOVE YOU
The French fashion house of Lanvin recently published a stunning coffee table book titled Lanvin: I Love You.
FASHION STORY"NEW GIRL ON THE BLOCK"
Exclusive Fashion Story "NEW GIRL ON THE BLOCK" is now updated!
Check inside for the Full Page Editorial
GISELE BUNDCHEN'S FOR CHANEL N°5 NEW FRAGRANCE ADS
You can see GISELE BUNDCHEN in CHANEL N°5's newest film "THE ONE THAT I WANT." The first shot, taken by Great Gatsby director BAZ LUHRMANN, shows BUNDCHEN sporting CHANEL's wetsuit and...
MIU MIU S/S2015 READY-TO-WEAR
MIU MIU SS 2015 WOMAN'S COLLECTION
“I always loved aesthetics. Not particularly fashion, but an idea of beauty.” - Miucicca Prada -
GIVENCHY S/S2015 READY-TO-WEAR
Givenchy2015 SS came off sexy and hard, fierce breeze was passing through with the long tight skinned leather boots. Designer, Riccardo Tisci said NO!
ELIE SAAB S/S2015 READY-TO-WEAR
“I'm an ocean, because I'm really deep. If you search deep enough you can find rare exotic treasures.”
- Christina Aguilera -
SAINT LAURENT S/S2015 READY-TO-WEAR
Energetic, aggressive, and attractive yet classy and somehow elegant designs stormed the catwalk at Paris Fashion Week Spring / Summer 2015 on 29th September 2014.
LANVIN S/S2015 READY-TO-WEAR
Paris Fashion Week S/S 2015 is walking on the scene from this week, LANVIN reveal Spring / Summer 2015 womenswear collection which is celebrated with its 125th anniversary as well.
COMME DES GARCONS S/S2015 READY-TO-WEAR
Blood-like passionate red were on the stage of Comme des Garçons SS2015. They are all in total different figures and...
MAISON KITSUNÉ NYFW 2014 VIDEO OF “EFFORTLESS FRENCH”
This year, a Parisian fashion brand MAISON KITSUNÉ presented its first official presentation in New York during NYFW S/S 2015.
VALENTINO S/S2015 READY-TO-WEAR
Maison Valentino, renowned for iconic and romantic Italian design showed their Spring 2015 collection during Paris Fashion Week.