California-based fashion house FRAME has just announced Gisele Bündchen as the new face of the brand’s Winter 2023 collection. Marking a new chapter, the newest collection promotes the second decade for the brand. Legendary fashion photographer David Sims captures the visual narrative for the campaign, a story of three identities associated with the new FRAME woman: Los Angeles, the high-fashion side of the brand, the laid-back lifestyle of California, and the Denim Icons campaign with denim at the fore, and Gisele dazzling in the jeans.

Intent on assembling elevated codes for dressing, co-founder Erik Torstensson chose Bundchen due to her multi-facets- entrepreneur, supermodel, mother, and eco-conscious citizen, who cares equally about the planet and her impact. Creating pieces meant to transcend with the seasons, the collection seamlessly evolves with every woman’s lifestyle choices.

Continuing a journey of unique partnerships with some of FRAME’s most revered friends such as Karlie Koss, Julia Sarr-Jamois, and The Ritz Paris, the collection merges wellness with incredible work ethic and effortless style, embodying Gisele.

The Winter 2023 collection is now available at frame-store.com, FRAME stores globally and select retailers including Net-A-Porter, Matches Fashion, Harrods, Selfridges, MyTheresa, Neiman Marcus, Bergdorf Goodman, and Elyse Walker.