Frame Denim Launches First Men’s Campaign

Frame Denim has released its first men’s advertising campaign, which features model Matt Clunan wearing Le Homme, a slim-fit style. “We instinctively gravitated to him. We felt he represented the Frame man we all want to be, or at least wish we looked like,” said co-founder Jens Grede, who started the brand in 2012 along with Erik Torstensson, Josh Levine and Nico Peyrache. According to Grede, the campaign, which was released today, will be showcased in-store, on social media platforms, inside select independent media titles and on wholesale retailers’ e-commerce sites. The campaign was shot by Torstensson and styled by George Cortina. Frame Denim, which also offers women’s wear, launched its men’s collection last season with Barneys New York, Mr Porter and Nordstrom. The brand partnered with Dutch photographers Inez Van Lamsweerde and Vinoodh Matadin on a capsule collection that included a slim men’s style aptly named Vindooh. Grede said Frame is slowly broadening the men’s denim range and expanding into other categories. “Frame is carving out its distinct opinion in the men’s market. We are ultimately trying to dress ourselves,” said Grede.

Follow WWD on Twitter or become a fan on Facebook.

Read More...



from WWD » Frame Denim’s First Men’s Campaign http://ift.tt/18IdyZd

via IFTTT