FRAME

Feb 2026

The latest campaign from luxury fashion house Frame finds a serene intersection between urban edge and raw, expansive naturalism. Featuring model Amelia Gray, the imagery captures a sophisticated ease that defines the brand's identity as it looks toward 2026. Photographer Quentin De Briey utilizes natural light to frame Gray against a distant, blurred city skyline, creating a striking contrast between the intimate texture of the sandy hilltop and the imposing, glowing horizon of the metropolis. This lifestyle editorial project leans into cinematic sensibilities, favoring an unforced aesthetic that highlights the classic combination of a white crop top and light-wash denim. With fashion styling by Mel Ottenberg, the visual narrative avoids over-production, instead letting the stillness of the twilight hour provide a cinematic weight to the commercial composition. The technical execution, supported by the lens work of director of photography Andrew Price, creates a sense of lingering atmosphere. Expert grooming by hair stylist Justine Marjan and makeup artist Yasmin Istanbouli ensures the look remains grounded and authentic throughout the live-action technique utilized on set. By marrying high-end luxury fashion with an approachable, horizontal editorial perspective, the campaign effectively anchors Frame within a modern lifestyle context while maintaining the brand's signature sharp, minimalist appeal for the upcoming season.

Editorial, Lifestyle, Horizontal, Commercial, Cinematic

Natural light, Live-action Technique

Luxury Fashion Houses, Fashion