Inez & Vinoodh collaborate with Frame Denim
The photographer duo stretch out to designing
The new denim lineup is modelled on Freja Beha Erichsen, Paul Ritchie (of rock band Parlor Mob) and the duo themselves, featuring the first menswear jeans created by the label, and Ines and Vinoodh's first excursion into denim design.
"They are great friends of ours and we admire their artistic eye as photographers but we believe they have a talent that transcends media," said Frame founders Jens Grede and Erik Torstensson. "They had an idea of denim which absolutely intrigued us and we became excited to explore that idea and make it reality. It was a very organic process."
Since Frame's inception 18 months ago, the brand has already gained a celebrity-filled fan base, from Rosie Huntington-Whiteley to Rihanna. However, according to the labels founders, their ideal clients would be Richard Avedon and Helmut Newton... if they were still around.
Inez & Vinoodh for Frame Denim will be available at Net-a-porter.com, Mrporter.com, Barneys New York and Colete from August onwards.