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The Details

15 Minutes With Frame

If a brand’s success is measured by its ubiquity, then Erik Torstensson and Jens Grede’s Frame is a lesson in getting it right. Much loved for its authentic philosophy and timeless aesthetic, the Los Angeles-meets-London-meets-Paris label has cultivated a loyal fan base thanks to its universally flattering wardrobe staples and effective styling solutions. Here, we put Frame, well and truly, in the frame.

Harrods Jeans Heels

Running In Heels

Battling a hectic schedule this summer? Where there’s a will – and a versatile pair of jeans – there’s a way! Dashing around downtown is a snip in Frame’s stretch-denim Le Sylvie jeans, which are as cool as they are comfortable.

HOW TO WEAR HARRODS | You never know who you may run into, so elevate your casuals and switch-out sneakers in favour of this season’s spaghetti-strap sandals.

Harrods Jeans Bags

Sitting Pretty

Elevate your Le Sylvies for evening by tucking in a romantic, prairie blouse to soften the edge. Voluminous sleeves and vintage nuances will bring delicacy and drama in equal measure. If in doubt, just think: what would Laura Ingalls Wilder do?

HOW TO WEAR HARRODS | Dinky bags are big news this season. In fact, the only question is knowing which one to choose. Our advice? Two’s very chic company.

Meet The Makers

In matters of denim, Jens Grede and Erik Torstensson are the men with the Midas touch. What began life as a passion project among friends back in 2012 has grown into a gold-standard brand, globally recognised for its seasonal ready-to-wear and wish-list accessory offerings. We met the duo behind Frame to discover the secret to their success…

  • Headshot 1
  • Headshot 2
Take us back to the beginning. How did Frame get started?

Jens: There was no masterplan. The key has always been quality and style longevity – investment pieces that stand the test of time. It’s authenticity that keeps a brand alive.

Erik: At first, we wanted to keep things simple. The Le Skinny de Jeanne jeans were the perfect style to test the water. They’re super-comfortable, a classic fit, and a style that remains within our core collection today.

Who are your own denim icons?

Erik: Frame encapsulates a lifestyle of casual chic, rooted in the likes of European 1970s style icons.

Jens: The 1970s saw a real denim movement, among women in particular. Think Françoise Hardy with her quintessentially French rock-cool, or Jane Birkin as a carefree symbol of effortless style.

Erik: Hardy’s and Birkin’s styles were unfussy – timeless wardrobe equations that Frame can embrace.

  • Jane Birkin Getty
  • "Frame encapsulates a lifestyle of casual chic, rooted in the likes of European 1970s style icons."
    Erik Torstensson
What are your top tips for shopping denim?

Jens: It’s worth spending a little extra and investing in quality, especially on the classics that never date. Your favourite jeans will be the ones that truly fit you.

Erik: I would also be a little experimental. Choosing something slightly out of your comfort zone can really bring your wardrobe up to date. The subtle widening of a hem can be an instant refresh.

You’ve just launched your new bag, Les Second Mini. Tell us more…

Erik: Harrods is the first UK retailer to have Les Second Mini in-store. It’s a small-scale version of our Les Second bag, which has become a bit of a coveted classic.

Jens: After the success of that style, we wanted to develop the idea and create something playful and fun – just small enough for life’s necessities! It’s the perfect micro companion for our Frame woman.

So, who is that Frame customer?

Erik: We create clothes for the women and men that surround us. We don’t think about a specific customer. When I see my family or friends wearing our Le High Straight jeans and looking so effortless, that’s when I most appreciate our denim. I love to see Frame in all its simplicity.

  • "It’s the effortless nature of denim that secures its perennial place in our wardrobes."
    Jens Grede
  • Frame denim - street style Getty
  • Frame denim - street style Getty
What, for you, is the secret to Frame’s success?

Jens: Authenticity keeps a brand alive, and it’s the effortless nature of denim that secures its perennial place in our wardrobes. In an ever-changing climate, we have stayed authentic to designing for the women in our lives, surrounding ourselves with talented, like-minded creatives who are committed to style-driven investment pieces.

By Abigail Gurney-Read

Fashion Lab plays host to A World of Frame pop-up from 14th May to 3rd June 2019. Find it on the Fourth Floor – Plan Your Visit.