Amelia Gray x FRAME Just Raised Denim Standards
When your off-duty jeans become official design territory — hello to the capsule we didn’t know we needed.
Okay babes — Amelia Gray just leveled up her street-style resume in a big way, partnering with FRAME for a 16-piece denim and ready-to-wear capsule that’s giving Parisian chic meets LA cool and we’re here for it.
FRAME
What’s wild: the collection isn’t a guest-spot performance. Gray says she’s been a FRAME girl since forever — “I’ve lived in LA and New York… my style has always existed in that space between the two.” So what we’re getting? Baggy jeans that resist skinny tyranny, skater-short jorts that hit “cool girl” sweet-spot, and a faux-shearling coat that whispers “I’m doing denim but make it luxury.”
Gray didn’t just pick washes — she excavated her denim closet, asked “What did I like? What did I wish I had?” and built from there. It’s a designer move with closet-audit energy. The result? Denim you can wear to brunch, to an interview, to a rave. Big mood.
The campaign—shot in NYC by Chris Colls, styled by Mel Ottenberg—feels cinematic, effortless, and exactly the kind of visual we’d want on our IG feed
