FRAME the London-Los Angeles lifestyle brand founded by Jens Grede and Erik Torstensson look to a buy-now-wear-forever mantra for the season ahead.

The Pre-Fall 2019 collection embodies the essence of everyday essentials, which can transition from high summer, rolling right into fall; with timeless, understated chic pieces to mix and match throughout the year, investing in an eternal wardrobe.

Vintage inspired lace blouses, the Cali denim romper and the linen Sunbrella stripe blazer and short co-ord, sets the tone for feminine dressing, which can be perfectly paired with the heavy Bishop suede jacket for laid-back cool. Whether socialising with friends, or a family weekend spent in the Hamptons, the FRAME classics of oversized shirting, vintage jumpsuits and summer suiting are seamless for all occasions.

FRAME introduces Swim, a natural extension to the philosophy of everyday dressing.


From simple cut bikinis, easy-to-wear one pieces, slip on styles kaftans and oversized cover-ups. Carefully coloured in ‘70s hues of burnt red, beach blue, retro marigold and classic vintage stripes.
Transitioning into Fall, Autumnal layering begins to take place. From the Patch Pocket Trench, Double Boyfriend Blazer and Metropolitan pant, quintessentially capturing Annie Hall’s wardrobe of uptown suiting, where masculine tweed meets modern Manhattan.

Heritage denim is still at the forefront of denim design, inspired by icons of the ‘70s era. With the introduction of the Californian jean, which evokes effortless dressing, combining slouchy straight rigid denim with a sandal and faded tee or oversized shirt, reminiscent of iconic ‘70s California.