Premium apparel brand — and mainstay denim plug for the stars — FRAME, has just opened up shop on one of the city’s most luxurious of strips– Melrose Place. Debuting in 2012, FRAME caught the attention of fashion jet setters and media icons immediately, making their premium denim a noticeable must among the wardrobes of ‘it’ girls throughout Tinseltown and beyond.
Those unfamiliar with the FRAME aesthetic can begin by flipping through tasteful tabloids and paparazzi captures of models, pop princesses and the likes. As seen on celebrities such as Rihanna, Khloe Kardashian, Gigi Haddad and Kendall Jenner — as well as current brand ambassador William Dafoe — the brand’s versatile ready-to-wear mens and womenswear essentials have become regular fixtures in the wardrobes of certified stars. Now, the fledgling brand is readily available for the stylish local masses via their newly debuted brick and mortar location in Los Angeles’ famed Melrose Place — a sector of the equally famed Melrose Avenue — following their April 15th opening.
Founders Jens Grede and Erik Torstensson designed the store to reflect the brand’s European and California-centric focus, implementing oversized windows and warm touches such as the use of California redwood and a fireplace to compliment the space’s stone and marble fixtures.
For a taste of FRAME’s Westcoast meets Euro aesthetic, head to their flagship located at 8467 Melrose Place 90069.