A NOTE FROM ME
Hey there, ready for autumn? I’m writing this in late August, but fall is already pushing its way in. With that, I’m rethinking my wardrobe. I would love a pair of high-leg UGGs. Isn’t that a vibe?? Unfortunately, €300 is not really in the budget… Anyway, if you’re also entering your fall wardrobe era, today’s brand FRAME is a very good catalogue to browse and maybe unlock a new, slightly sexier character in you. Okay, let’s go!
THE ONE TO WATCH
FRAME
We were on a minimalist streak for some time… but FRAME is bringing sexy back, denim first, and I’m here for it. It’s not always about the product, but how you present it — the styling, the campaign, the character wearing the clothes. And suddenly, you want to be her.
Via Instagram @frame
Jeans, but make them hot
ABOUT
A denim brand founded by Erik Torstensson & Jens Grede — FRAME launched in 2012 with a single pair of jeans, designed in Los Angeles with a distinctly European fashion sensibility. What started with denim has since grown into a full ready-to-wear label spanning tailoring, knitwear, leather, accessories and, of course, very good jeans.
Denim, but make it fashion — Sitting somewhere between everyday denim and luxury fashion. The jeans are the foundation, but the campaigns, styling and wider wardrobe make the brand feel much bigger than a denim label. Basically, you come for the jeans and somehow leave wanting the entire outfit.
Why their POV matters — Fashion has gotten very good at being tasteful. FRAME isn’t afraid to make it sexy. The campaigns, casting and styling are bold, provocative and sometimes a little too much — which is exactly the point. When everyone is trying to be quietly cool, being loud about what you stand for can be its own kind of differentiation.
Via Instagram @frame
The Gredes Really Like Denim
FRAME was co-founded by Jens Grede — yes, the same Jens Grede behind SKIMS (with Kim Kardashian). Interestingly, his wife Emma Grede is behind Good American, so technically there are two denim brands under one roof. Yet they hardly feel like competitors. Good American is bold, inclusive and more mainstream; FRAME leans fashion, sexiness and a more elevated world. Same category, very different character.
My three thoughts on FRAME
01 — Minimalism needs confidence
Their visual identity is actually incredibly restrained — simple typography, neutral colours, barely any graphic elements. The personality comes from everything around it: photography, casting, styling and art direction. That contrast makes the brand feel polished without becoming sterile. The branding stays quiet so the image can be loud.
02 — Sexy is a strategy
They’re noticeably less shy than a lot of fashion brands right now. Skin, suggestive poses, close crops, undone styling — sexiness isn’t something that appears in one campaign, it’s part of the visual language. Even denim, arguably one of the most everyday things you can wear, becomes sensual. They don’t just photograph clothes; they create characters you want to step into. (see the pictures above)
03 — Stores should make you want to move in
Their stores extend that same character into a physical space. Instead of feeling like classic denim retail, they mix clothes with art, books, sculptural furniture and collected objects. It feels closer to walking into someone’s very chic home — and that says a lot about where they want the brand to sit. They’re selling denim, but presenting themselves like a fashion house. (see the pictures below)
Via Website
FRAME reminds me a little of CYKLAR, but in a completely different category. Sexy and bold, but also another case study of a brand doing something slightly differently and making the category interesting again. Move over, mum jeans. One of my favourite campaigns was with Alexandra Leclerc — check it out here. And the leather pants!!
TO FOLLOW
HOT SMART RICH
I love Maggie Sellers’ whole mission: be yourself — in business or wherever, honestly. You can be hot AND smart, thank you very much. But as someone who listens to way too many interview podcasts, what I really love is how she actually tries to understand the whole person. Not just the vanity questions or another version of “hard work and luck.” Like, okay, but what else got you there? What do you think? What are you like? Maybe I’m just nosy, but I want the full picture. And her interviews actually give you that.
SAVED
IT’S SEXY TO ORGANIZE
Autumn is here and all I can think about is getting my home in order. I love when everything feels clean, peaceful and good-looking. I’m not a KonMari type, more Nancy Meyers coded — but there’s something about taking care of your space that just makes life feel 10x better.
Here’s the vibe I’M going for…
Access to my sexy organising - Pinterest board:
here
ON MY MIND
HOT TAKE ON HOT TAKES
I spend a lot of time on social media and, well… it’s noisy in here. And don’t get me wrong, I love a little gossip as much as the next girl. But I’ve become quite conscious of the undertone I add to it all. I want mine to be positive.
Everyone is an expert, everyone has a hot take and everyone wants the last word. Meanwhile, I’m usually thinking but what about this side… and this one… and wait, also this one. Maybe it’s the Libra in me, but almost everything has nuance. Can we have an opinion without needing it to be the opinion? And idk, the internet feels a little nicer that way.
See you next week.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
Still trying to choose…
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.