We love a good Lara Stone moment, so when FRAME denim launched its Spring/Summer 2016 campaign fronted by the supermodel, we wanted to know everything. Shot by FRAME co-founder Erik Torstensson and styled by George Cortina, the new ads highlight Stone’s raw beauty—and there’s no missing those fierce expressions—and offer a preview of the hottest denim trends of the season against a scenic backdrop…which has us dreaming of far flung summer destinations. Et vous?
We first met Lara on a shoot in St. Lucia in 2008—she was one of our first friends to be sent a pair of jeans when we launched the company in 2012—and we have wanted to collaborate with her ever since. Working with Lara on set for FRAME is like working with family—she’s one of our favorite girls.
The images are quite raw; what was the vision?
We have always loved Lara’s Bardot-esque beauty, but we wanted to create a look less obvious in its glamour. Lara in monochrome, with natural makeup and hair back, felt chic yet understated.
Where were the landscape shots taken?
How did you choose which looks to highlight in the campaign?
From research to final samples we always have an instinct for the hero pieces in the collection. Whether it’s a high-waisted, cropped flare jumper or the striped poncho.
What’s the biggest trend in denim for spring?
For us it’s about the continuation of our Le High straight and Le Original Jean. We first presented the high straight for Spring ’14 and it has become an ongoing must-have style for us.