Frame Taps Amelia Gray for Spring Campaign
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Hollywood offspring and a legendary Los Angeles hotel are part of the making of Frame’s new campaign.
Amelia Gray, the 22-year-old model, actress and the daughter of actors-turned-reality TV stars Lisa Rinna and Harry Hamlin, poses in the Spring 2024 campaign shot by Erik Torstensson, Frame co-founder and chief creative officer.
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Gray, who has been a part of the “Frame community” for a few seasons, was chosen for her off-duty style and quintessential L.A. look. The campaign highlights Frame’s white tanks, vintage relaxed shorts and slouchy straight jeans—worn by Gray in some photos and draped across her in others.
Torstensson was also drawn to her “old-school work ethic and drive, alongside her natural warmth that truly embody the Frame woman,” the brand stated.
The campaign was shot at the legendary Chateau Marmont in West Hollywood. Frame celebrated the launch with a private dinner at the famed hotel on April 4. Justin Theroux, Yara Shahidi, Laura Harrier, The Strokes’ Albert Hammond Jr., Giveon, Angela Sarafyan, Aubri Ibrag, Francesca Reale, Henry Eikenberry, Rachel Matthews, Charlotte Lawrence, Kilo Kish and Emma Grede were in attendance.
Rising stars and famous hotels frequently orbit in Frame’s universe. The brand kicked off the spring season with a campaign featuring supermodel Gisele Bündchen. It has also released several collaborations with luxury hotels like Ritz Paris and The Carlyle Hotel in New York City.
