The current advertising campaign for the California-based fashion label Frame features American model and TV personality Amelia Gray.

Erik Torstensson, co-founder and chief creative officer of Frame, captured Gray in a collaboration where she embodies the archetypal LA girl’s off-duty style. She embodies the Frame lady in every way: with her classic good looks, unfaltering work ethic, and real warmth.

The new denim collection from Frame is featured in the campaign. Gray wears the Easy Shorts and the brand’s characteristic Slouchy Straight Jean, accessorized with either a denim power jacket or a stylish bikini top. Washed Dusty Pink and Au Natural Clean are just two of the summer-ready hues featured in the collection, which will bring a sense of effortless elegance to anyone’s outfit.

The ad campaign effortlessly elevates the brand’s aesthetic against the renowned backdrop of the Chateau Marmont, which has been a cherished place for Frame and a lengthy feature in Torstensson’s life.

The collection is now available at Frame locations all over the globe and on the brand’s website. Other prominent global retailers carrying the same items include Net-A-Porter, Harrods, and MyTheresa. The newest collections from Frame are available in prestigious US stores like Shopbop, Bergdorf Goodman, and Neiman Marcus, so style-conscious people all over the world may enjoy the label’s distinctive aesthetic.

The latest ad campaign for Frame, which features Gray as the face, further establishes the brand as a frontrunner in the fashion industry by appealing to consumers with its signature combination of classic style and modern edge.