Bruce Weber Creates Denim Couture for Frame

by Paige Reddinger

You will never look at your jeans the same way again! Frame Denim tapped famed photographer Bruce Weber to reimagine its denim line. Founders Erik Torstensson and Jens Grede handed over creative control to Weber, who shot the campaign at his Golden Beach estate in Florida. Torstensson and Grede sent Weber a box of denim and simply asked for a modern interpretation of the material. The result? A wonderful reimagining of the wearability of denim. Weber whipped up elaborate hats and scarfs sculpted from pairs of jeans and denim jackets. Even an Australian Shepherd modeled a denim chapeau. The campaign stars the iconic Elaine Irwin alongside Audrey Harrelson, Maia Rivero, Charlotte Manhire, Garrett Taber, Jacob Dooley, Tristian Thevenot, and Dusty Lachowicz. Scroll to the bottom to peep Lachowicz in the nude sewing his denim. Thank you, Bruce Weber, for this love letter to denim.

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