FRAME's Annual Modern Man Campaign Redefines Contemporary Luxury
CAMPAIGN
In a world where fashion is an ever-evolving tapestry, FRAME stands as a steadfast anchor of sophistication and modernity.
4 MINS READ TIME
Words By RICHARD O’NEAL
Photography by ERIK TORSTENSSON
With its third annual Modern Man campaign and accompanying coffee table book debuting on August 23rd, 2023, the brand reaffirms its commitment to redefining everyday luxury. Crafted under the discerning lens of Co-Founder and Chief Creative Director Erik Torstensson, this year's campaign is a visual symphony celebrating masculinity's multifaceted essence.
Diversity isn't just a buzzword; it's the fabric of our world. Recognizing this, FRAME's 2023 Modern Man campaign goes beyond the conventional boundaries to showcase a cohort of men who mirror the kaleidoscope of society. From inked skin to meticulously tailored suits, from the glimmering world of entertainment to the hallowed sports courts, the campaign's roster is a testament to the brand's ethos – a tapestry woven from threads of individuality.
Tyrell Hampton and Marcos Fecchino for FRAME’S Annual Modern Man Campaign.
Models Cherokee Jack and Tanner Reese lead the charge, their magnetic charm and striking features embodying the perfect blend of ruggedness and refinement. Celebrated Tattoo Artist Jonboy lends an artistic edge, his inked stories forming a narrative on the canvas of his body. Restaurateur Emilio Vitolo adds a dash of culinary charisma, while DJ Isaac Hindin-Miller's rhythmic tunes reverberate with the beat of contemporary culture.
Photographer Tyrell Hampton, Interior Designer Colin King, Creative Directors Chris Hessney and Marcos Fecchino, Stylists Matt Holmes and Seppe Tirabassi – each a maestro in his realm, converge in a harmonious display of creativity. MILK make-up’s Mazdack Rassi brings an avant-garde flair, while Up Next Designer’s Albert Ayal ushers in a wave of futuristic aesthetics.
While FRAME's attire has graced the shoulders of esteemed athletes in their moments of off-duty elegance, this year's campaign goes a step further. Basketball stars like Bobby Okereke, Brandon Ingram, Jarred Vanderbilt, Nic Claxton, Precious Achiuwa, and Rudy Gay join the ensemble, blurring the lines between sports and style. Tennis champion Taylor Fritz and soccer luminary Jalen Neal provide a glimpse into the sartorial finesse of the athletic elite.
Taylor Fritz or FRAME’S Annual Modern Man Campaign.
FRAME's latest collection resonates with a sense of timeless elegance. The juxtaposition of boxy jackets and tailored sweaters epitomizes casual refinement, an aesthetic that has become synonymous with the brand. The utilitarian-inspired trousers exude a clean edge, seamlessly melding functionality with flair. Each piece is a testament to the brand's unwavering commitment to design integrity, presenting a canvas where understated class is elevated to an art form.
In a world where trends come and go, FRAME's Modern Man campaign forges a path that transcends fleeting fashions. It's a celebration of the modern man – a tapestry woven from the threads of diversity, creativity, and elegance. As the pages of the coffee table book turn and the images of these iconic men come to life, FRAME's legacy stands tall, an eternal emblem of sophistication in an ever-evolving world.
