FRAME Launches 2024 Campaign with Amelia Gray at the Chateau Marmont

FRAME, the distinguished Californian fashion brand, unveiled its Summer 2024 campaign in grand style at the Penthouse of the iconic Chateau Marmont. The event was not just a celebration of the new collection but also marked the elevation of Amelia Gray as the face of FRAME, symbolizing a fresh vision of casual chic that resonates with the LA vibe.

The campaign, masterfully captured by FRAME's co-founder, Erik Torstensson, reflects a seamless blend of contemporary fashion and timeless elegance. Amelia Gray, a familiar figure within the FRAME community, was celebrated for more than her compelling presence in front of the camera. Torstensson praised Gray's dedication and work ethic, qualities that, combined with her innate warmth, perfectly encapsulate the essence of the FRAME woman.

The launch event was a star-studded affair, drawing in notable figures such as Yara Shahidi, who made a bold statement in leather hotpants; Laura Harrier, who traded her signature slip dresses for a pair of chic jeans; and Angela Sarafyan, marking her glamorous return to the public eye. The celebration was imbued with a sense of family and community, underscored by the presence of Amelia’s sister, Delilah, and mother, Lisa Rinna, along with the Carlson sisters, Devon and Sydney, adding to the evening's warmth and camaraderie.

Guests mingled and toasted the success of the campaign with mezcal margaritas, embodying the spirit of summer and the laid-back elegance that FRAME and Amelia Gray are set to define for the season.