FRAME Launches New Men's Campaign Fronted by 33 Athletes, Actors, Models and More

Mar. 15, 2025

Photo: Erik Torstensson

Celebrity-lovedjeans brand FRAMEis launching a brand new campaign as the second part of its Modern Man project.

“The idea is that any man should be able to find something from our collection that makes them feel good and that suits their character,” Erik Torstensson, co-founder and Chief Creative Director ofFRAMEtells PEOPLE. “The common thread is style, not fashion. The diversity and cross-section of talent was integral to the project – this is how the world looks, what you see when you walk down Mercer.”

To bring his vision to life, Torstensson and the FRAME team tapped a number of people in sports, Hollywood and more to show how versatile the brand is and to highlight the newest piece of the Modern Man project.

Erik Torstensson

“The FRAME man is an accomplished character no matter what field he is in, age he is of or nationality he carries,” Torstensson says of the brand and who he feels it’s for. “His style is effortless and easy. Never trying too hard but always on point. Fit, fabric and function makes up key priorities. He is the best dressed man on the street, at work and on the plane; it’s not contrived, not over-thought.”

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FRAME, which started as a denim brand but has grown into being an entire clothing range, is a brand that takes itself just seriously enough without being stuffy, which is a large part of why it’s so popular.

The women of Hollywood love FRAME just as much as the men, though, which is why a time whenCara Delevingnewore a pair of the brand’s jeans, it made a huge impact. “I’ll never forget when, in the early days, I gave Cara Delevingne a pair of jeans in the bar of Le Meurice during Fashion Week in Paris and she just put them on in the bar right there and then walked out and got photographed,” Torstensson recalls. “That was pretty great.”

Brittany Talarico

source: people.com