How Karlie Kloss Got All of Hollywood to Wear Frame Denim
In a world where we're constantly flooded with new things to buy, some of fashion's most fearless leaders have begun staging a silent sartorial protest, trading paparazzi-inviting street style ensembles for pared-down, minimalist pieces. One of those celebrities is Karlie Kloss. When she's not closing out runway shows for Fashion Week or partying with BFF Taylor Swift, the 22-year-old model can most often be seen wearing the casual model off-duty uniform of jeans and a T-shirt. And a vast majority of the time, the jeans are by Frame Denim.
The L.A. label, which launched in 2012 with denim and has since expanded to include other apparel, prides itself on only offering a highly curated collection of wardrobe staples. "We've always been obsessed with finding the best essentials: the perfect jean, the best cut white shirt, the softest boyfriend cashmere jumpers," co-founder Erik Torstensson tells InStyle. In June 2013, Frame teamed up with Kloss on a denim capsule line made exclusively for taller girls, born out of her need to find jeans that fit her long, slender frame. After that, she joined the team as a creative partner and unofficial face of the brand. "She is very curious and loves learning all aspects of the company," Torstensson adds. "She went to the factories and spent time with everyone involved."
Not only did Kloss spend ample time advising on the making of the line, but she helped elevate it to where it is today. "It" girls like Miranda Kerr and Anja Rubik became fast fans and brand ambassadors. After that, Frame quickly transcended from models to Hollywood, with support from the likes of Sarah Hyland, Reese Witherspoon, and Lea Michele (pictured above), as well as Rihanna and Beyoncé.
Currently, Frame's spring/summer collection offers 40 clean-cut separates, including a matching cashmere top and bottom set and '70s-style overalls. As far as its most popular style, Torstensson and his co-founder, Jens Grede (pictured above), concede that the "Le Skinny de Jeanne" skinny jean—their first-ever design—remains the most in-demand item, but this season's flare silhouettes are a close second. "Everyone should have a pair of flares for spring," Grede says. And we're sure Kloss will be the one to snap up a pair first.