Los Angeles–Born Frame Launches Denim Capsule Designed With Amelia Gray

Frame has introduced its first capsule designed with Amelia Gray, marking the model’s creative debut and extending a long-standing relationship with the Los Angeles–born brand.

The collection is available across Frame stores, the brand’s website and select international retailers, with prices ranging from $128 to $1,998. According to the company’s release, the capsule blends relaxed denim silhouettes with leather, nylon and faux-fur outerwear.

Designs also include coordinated knits and mini skirt sets. Gray focused on fabric, color and fit throughout the process, shaping the capsule around her signature off-duty aesthetic. The campaign was photographed in New York by Chris Colls and styled by Mel Ottenberg, Gray’s long-time creative collaborator.

The capsule centers on three denim silhouettes: The Gray, The Detour and The Jort. Each piece reflects Gray’s preference for laid-back proportions and early-aughts references, aligning with Frame’s contemporary approach to denim.

Frame broadens its seasonal offer

The brand currently operates more than 20 stores across North America, Europe and Asia, supported by a global wholesale network. Its direct-to-consumer platform remains a key distribution channel.

Founded in 2012, Frame has built a reputation around premium denim and ready-to-wear that blend Los Angeles ease with Parisian-influenced design. The brand continues to expand its product lines while maintaining denim as a core category. This season, the company also worked with names such as Sienna Miller and Oli Green, who fronted its Spring 2025 campaign, reinforcing visibility across major markets.

Industry sources estimate that Frame generated around $170 million in sales in 2022, roughly 50 percent above its pre-pandemic level. The brand’s direct-to-consumer channels now account for close to 30 percent of revenue. These figures reflect the company’s shift toward a more balanced channel mix. Prior to the pandemic, direct-to-consumer represented about 20 percent of total sales.

Frame’s global footprint spans retail stores, e-commerce and a wide wholesale presence. The new capsule reinforces the brand’s emphasis on denim within its seasonal collections. As the company continues to expand its assortment, Gray’s design debut adds a fresh dimension to the brand’s portfolio across key international markets.