Gisele Bündchen has been the face of Frame denim since Fall/Winter 2023. Frame debuted its Spring 2024 campaign in January, featuring Gisele Bündchen in an effortless style. Photographed by Erik Torstensson, the campaign highlighted Bündchen in relaxed denim paired with a chic white bra.
The campaign goes beyond the simple white-bra-and-jeans look. Other images feature Bündchen posing without pants in a graphic sweatshirt and also dressed in the brand’s relaxed tailoring, with a ribbed white tank and wide-leg pants.
Torstensson explained that Frame has always focused on combining simple elegance with wardrobe essentials. He described the Frame woman as someone who effortlessly balances multiple roles and prefers an easy-going approach to her style, whether she is working or enjoying her free time. This campaign, he noted, celebrates that effortless, elegant attitude and lifestyle.
October 2023 Frame campaign featuring Gisele Bündchen captured attention with its striking images. Photographed by the renowned David Sims, Bündchen posed in super-wide flared jeans, letting the denim take center stage as she wore nothing else.
Supermodel Gisele Bündchen wasn’t just the face of Frame’s Winter 2023 collection; she marked the brand’s ten-year milestone and ushered in a fresh creative direction.
The campaign celebrated the multifaceted Frame woman. Bündchen embodies three distinct identities: the glamorous L.A. spirit, California’s effortless cool, and a concept titled “DENIM ICONS,” highlighting her enduring denim style.
Additional campaign images showcase Bündchen in a slouchy, oversized denim jacket with a belted drop waistband, as well as a longline coat paired with wide-leg white trousers.
The collection also features unique tailoring, such as cropped silhouettes with oversized sleeves, which Bündchen made both contemporary and nostalgic by combining them with low-rise jeans.
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