Frame Hosted a Dinner to Celebrate the Brand’s New Palisades Village Store
Frame Hosted a Dinner to Celebrate the Brand’s New Palisades Village Store
There are only two places in Los Angeles to host a celebratory dinner for a fashion brand: the Chateau Marmont and the Sunset Tower. Unless of course you’re Jens Grede, one half of the Sweden-born, London-trained, Los Angeles–based label Frame and owner an original Paul Williams–designed California gem of a home in Bel Air. “Our brand is inspired by the way we live,” says the other half of the label, Erik Torstensson, whose own home is just down the street. “The table we’re about to sit at is a replica of a Donald Judd table, and the furniture we have in our stores is all inspired by that too.” The relaxed atmosphere at last week’s dinner perfectly reflected the brand’s California-cool ethos, which will come to life in Frame’s soon-to-open store at Palisades Village.
For their latest store—the company’s sixth brick-and-mortar outlet—the duo took a relaxed approach to the 1,000-square-foot space. The light-filled boutique features raw-plywood surfaces and minimal decor that nods to their Swedish heritage but also allows the clothes to take center stage. The store is specially curated for the Westside and designed to display Frame’s core collection of denim, shirts, and jackets along with its new range of hard-to-get handbags and its sneaker collaboration with Axel Arigato.
“Living on the Westside of L.A. ourselves, we of course wanted our very own neighborhood store,” added Grede.
Friends and fans who came out in support included Jennifer Meyer, Molly Sims, Sara Foster, Jen Atkin, Kelly Sawyer, and Dree Hemingway. “Frame is only as good as the people who surround it,” explained Torstensson. “Our inspiration comes from the fashion industry and our friends and family who are models, stylists.…Los Angeles is the center of the world for culture and a hot spot for creativity. This is where the Frame woman lives. It’s the woman who is doing yoga, picking up her kids….We want to make her day easier.”
Originally Appeared on Vogue
