Bruce Weber Photographs Frame Denim

September 15, 2017 11:00 AM

The latest collection from Frame Denim comes like a soft ripple, wending and spreading itself through the fashion world in an organic wave. Erik Torstensson and Jens Grede, the founders, decided from the start that they wanted it to be that way– charming, understated, and against-the-grain.

It was natural, then, that they chose Bruce Weber to photograph the line. They had long admired the man who brought clarity to 80s and 90s fashion photography, and earlier in their careers would have jumped at the chance to count him among one of their storied collaborators. But it was not as collaborators they came to him, but as friends, having built a relationship of trust through years of phone calls, shared drinks, and chance meetings in Miami.

The present culmination of that relationship is the bold, graceful beauty in the photographs. Yes, they’re quirky and seem born of the kind of carte blanche creative control which only comes from adulation. And for the record, yes, they did just ship Bruce a box full of denim and asking for nothing more than his own interpretation. But that’s only the start of the story. These pictures are a statement about jeans, about how they can be more than just an over-sexualized leg-line or an archetypal icon of America. They’re a twinkle in the eyes of some hunk wearing a turban, and a promise to be relaxed and well-adjusted, no matter the circumstances.

At the end of the day, we buy into fashion partly because of how it makes us look and partly because of how it makes us feel. The real beauty of an organically growing project like the latest by Frame is that it grants us a glimpse of how those two impulses come together. We can look stunning, and funny, and sexy, and calm all at once, even in something as “normal” as jeans, so long as we promise to look at ourselves and one another with optimism, and friendship, and openness.

 

View the complete visual story at FRAME.

 

 

WRITTEN BY CHRISTOPHER SIEMER

EDITED BY HOLLIS DE LANEY

 

PHOTO CREDIT: FRAME

PHOTOGRAPHY: BRUCE WEBER

related posts

BACKSTAGE #7: A Woman

Behind the scenes of TWELV Magazine’s inspired creations” 

June 15, 2015 3:55 PM  |  Fashion

Balmain x H&M – Get Ready for the Balmainnation

It all started about a month ago at the Billboard Music Awards...

June 09, 2015 4:46 PM  |  Fashion

STACY MARTIN BECOMES MIU MIU’S FRAGRANCE MUSE

Miuccia Prada has finally deemed it appropriate for her highly regarded Miu Miu brand to produce a fragrance.

June 07, 2015 4:27 PM  |  Fashion

Y3 Fashion Story "Paint it Black"

Y3 One Brand Story "Paint It Black" is now available!

Check inside for the Full Page Editorial

May 29, 2015 11:00 AM  |  Fashion

Lykke Li For GUCCI '15 Campaign Film

Lykke Li stars in a new commercial/ short film for Gucci’s 2015 Spring/Summer collection.

May 28, 2015 4:00 PM  |  Fashion

TOUS Celebrates Their S/S2015 Miami Collection

TWELV was invited to attend a party by TOUS celebrating their Spring Summer 2015 Miami collection and Gala for TOUS, a capsule collaboration with Spanish blogger, Gala González.

May 21, 2015 4:00 PM  |  Fashion

AUBREY PEEPLES Exclusive INTERVIEW / FASHION STORY "GOOD & BAD GIRL"

AUBREY PEEPLES EXCLUSIVE INTERVIEW / FASHION STORY "GOOD & BAD GIRL" is now updated!

Check inside for the Full Page Editorial

May 20, 2015 4:00 PM  |  Fashion

PRADA PRE-FALL AD CAMPAIGN: VAMPIRE CHIC

In true Prada fashion, the brand’s latest ad campaign poses questions about gender and what the sexes share with each other, or choose not to.

May 17, 2015 4:00 PM  |  Fashion

CHRISTIAN SIRIANO SS15 AD CAMPAIGN: AN ICY COOL TAKE ON SPRING

Spring collections are expected to contain friendly florals and playful, evocative colors. Christian Siriano, however, has a different idea about how to usher in the warm weather.

May 11, 2015 4:02 PM  |  Fashion

GOLA: CELEBRATING 110 YEARS OF RICH SNEAKER HERITAGE

110 years is a long time by anyone’s standards, but for a sneaker brand’s existence, it’s virtually unheard of. That is of course with the exception of U.K.

May 08, 2015 3:42 PM  |  Fashion

Fashion Story "Candy Store Rock by Bregje Heinen"

Exclusive Fashion Story "Candy Store Rock by Bregje Heinen" is now updated!

Check inside for the Full Page Editorial

May 07, 2015 1:00 PM  |  Fashion
Photograph by Moeka Nakamura

TWELV MAGAZINE HAPPY SPRING PARTY @ Chloe 81

Spring has finally sprung here in NYC! Winter is starting to feel like a distant memory as the days are finally getting brighter and warmer.

May 06, 2015 4:17 PM  |  Fashion

MARCHESA SPRING 2016: TIMELESS ELEGANCE

Marchesa is known for classically feminine designs and complex yet tastefully understated details.

April 28, 2015 4:00 PM  |  Fashion

Madonna's Ghosttown Custom Made Wardrobe by Chrome Hearts

The apocalypse is here.  Fire is burning through the streets, nobody to be found at first glance, but wait—a flawless figure is surviving with grace— B***h, she’s Madonna.

April 27, 2015 3:07 PM  |  Fashion

Fashion Story "Love Me Two Times"

Exclusive Fashion Story "Love Me Two Times" is now updated!

Check inside for the Full Page Editorial

April 10, 2015 5:00 PM  |  Fashion

SMELL GREAT THIS SPRING VIA ISSEY MIYAKE

Spring is just around the corner.  And as an ode to the impending thaw and arrival of warmer weather, storied designer Issey Miyake has released a brand new limited edition fragrance.  Entitled...

March 26, 2015 3:11 PM  |  Fashion

THE GUMMY BEAR BED

TWELV MAGAZINE X CRAIGS BED Fashion Story "THE GUMMY BEAR BED" is available!

Check inside for the Full Page Editorial

March 26, 2015 1:00 PM  |  Fashion

CHANEL F/W2015 READY-TO-WEAR

Chanel’s Paris Fashion Week offering probably made its attendees really hungry.

March 17, 2015 3:20 PM  |  Fashion

CHRISTIAN DIOR 2015 READY-TO-WEAR

Fashion can be innovative, it can make a statement, it can capture the sentiment of an era, or it can just be downright cool. Dior’s Fall 2015 collection is most certainly the latter.

March 16, 2015 5:10 PM  |  Fashion

MIU MIU F/W2015 READY-TO-WEAR

Miuccia Prada’s Paris Fashion Week offering was an exercise in pattern awareness.

March 11, 2015 5:48 PM  |  Fashion

SAINT LAURENT F/W2015 "PUNK ROCK PARADISE"

At first glance, I couldn’t help but think that every model in the Saint Laurent Fall/Winter 2015 exhibition looked like Courtney Love during her Hole days.  Exaggerated jet-black eyeliner and...

March 09, 2015 1:42 PM  |  Fashion

COMME DES GARÇONS F/W2015 READY-TO-WEAR

In stark contrast to Rei Kawakubo’s unsettlingly beautiful blood-red Spring collection, the designer’s Fall offering was decidedly lugubrious in solemn black and white.

March 07, 2015 2:28 PM  |  Fashion

Roberto Cavalli F/W2015 READY-TO-WEAR

Italian fashion designer, Roberto Cavalli presented his Fall/Winter 2015 collection during Milan fashion week.

March 05, 2015 2:18 PM  |  Fashion

Pages

SITE BY: monocomplex©Marbles & Marbles International Inc. Drupal Development by: DivDiv, NYC
▲ back to top ▲