Californian Maison FRAME unveils its new campaign with Sienna Miller, embodying natural elegance and feminine power for Spring 2025

FRAME , the iconic Californian fashion house, makes a spectacular debut in the Spring 2025 season with a campaign that blends elegance, freshness and an intimate story. The new face of this highly anticipated collection is <a href="https://www.instagram.com/siennathing" target="_blank" rel="noopener">Sienna Miller</a> , a renowned actress, style icon and Hollywood icon. This launch marks a significant milestone for the house, which chooses to highlight its collections through the prism of the actress&rsquo;s timeless beauty, in a series of raw and candid portraits.
Under the creative eye of FRAME co-founder and creative director Erik Torstensson , the campaign continues the brand&rsquo;s evolution, blending fashion, art and storytelling in ever more daring ways. &ldquo;This series embodies what FRAME stands for,&rdquo; Torstensson explains. &ldquo;It&rsquo;s a fusion of fashion and intimacy, with a cast that doesn&rsquo;t just sell clothes but tells a real story.&rdquo;

Sienna Miller was a natural choice. A true modern muse, the actress, producer and mother of two embodies the quiet strength of a woman who knows how to control her image and inspires entire generations. She is part of the FRAME universe not only for her star status, but also for her ability to combine elegance and simplicity. “She has a natural beauty that transcends time,” says Torstensson. “And beyond her career, she is a close friend. This campaign is above all a collaboration based on trust and friendship.” The portraits captured by <a href="https://www.instagram.com/eriktorstensson/?hl=fr" target="_blank" rel="noopener">Erik Torstensson</a> are charged with an understated sensuality. Photographed in the privacy of a bedroom, Sienna Miller reveals her personality, both complex and accessible. The soft light that bathes each shot accentuates her raw and timeless beauty, offering us a vision of the star stripped of all artifice. The campaign focuses on moments of complicity and simplicity, where fashion is no longer limited to the image, but becomes a reflection of the personal story of a suspended moment. In this <a href="https://frame-store.com/en-fr/pages/sp25-campaign" target="_blank" rel="noopener">Spring 2025 collection</a> , raw denim steals the show. Sienna Miller , perfectly at ease in her role as muse, presents The Vertical , a classic straight jean that combines tradition and modernity. Its elegant cut and bold texture are the perfect embodiment of FRAME &#39;s philosophy: uncompromising fashion, simple yet sophisticated. The brand, a pioneer in the field of iconic jeans, continues to push the boundaries of fashion while remaining true to its Californian roots.

This new FRAME campaign doesn’t just showcase clothes, it tells a story—a story of beauty, power, and freedom. With Sienna Miller , the fashion house redefines the industry’s codes, placing fashion at the center of a new era where art, friendship, and aesthetics collide. A celebration of femininity and modernity, perfectly captured in a setting that is as intimate as it is powerful. It’s a new page of history that is being written with FRAME – and it starts with Sienna Miller.

The collection is available at FRAME stores worldwide, <a href="https://frame-store.com/en-fr" target="_blank" rel="noopener">frame-store.com</a> and selected retailers including Net-A-Porter, Harrods, Selfridges, Libery, MyTheresa, Le Bon Marché, Galeries Lafayettes, Printemps, Breuninger, Neiman Marcus, Bergdorf Goodman, Saks, Bloomingdales, Nordstrom and Shopbog.

FRAME Selects Sienna Miller for its Spring 2025 Campaign

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