Frame partners with Amelia Gray on first capsule collection

Frame has partnered with model Amelia Gray for a new capsule collection, marking Gray’s denim design debut. 

A long-time Frame ambassador, Gray has been a fixture at the brand’s Fashion Week events from New York to Paris and recently fronted its Spring/Summer 2024 campaign, following in the footsteps of industry icon Gisele Bündchen. 

Drawing inspiration from her signature off-duty street style, the collection reflects Gray’s personal aesthetic and approach to effortless dressing. It is characterized by oversized and shrunken proportions, low-rise denim, and luxe materials. 

Key highlights include vintage bombers in broken-in leather and slouchy nylon, voluminous faux-fur outerwear, barely-there tanks, and whisper-soft tees. Other pieces reimagines set dressing such as a plaid mini skirt paired with a matching zip-front top, and a cropped knit tee and mini skirt.

Anchoring the collaboration is denim in relaxed, baggy fits. Three silhouettes in authentic washes are featured including The Gray, The Detour, and The Jort. Collection prices range from $128 to $1,998.

“This collection is extremely personal to me. I’ve been a customer and fan of Frame for so long that designing with them felt like the right moment to finally express what I’ve always looked for in the perfect capsule collection,” said Gray.

“I paid attention to everything — the color, the washes, the fit, the fabric. I wanted pieces that elevate a look without overthinking it — clothes you can wear anywhere, in any moment, and still feel like yourself.”

The collection launches with a campaign, shot in New York City by Chris Colls and styled by Gray’s longtime collaborator Mel Ottenberg.