Just when you thought Karlie Kloss was the cherry on the achingly cool FRAME cake, they go and get tomboy hero Erin Wasson as the face of their SS14 campaign. If ACNE and Cheap Monday have taught us one thing, it’s that the Swedes know how to do denim.
Founded in 2012 by Jens Grede and Erik Torstensson, the duo is best known for giving us the fashion marketing giant The Saturday Group, and the magazine-come-blog INDUSTRIE. FRAME is a denim brand that combines London cut and finish with superior LA manufacturing, but with just the right amount of Swedish heritage too.
For the SS14 campaign, Erin Wasson is featured in flats, simple tees and basic outerwear pieces – in the founders’ own words, she is the “quintessential cool girl”. A Girl in Menswear favourite.