Amelia Gray & FRAME Redefine Denim for the Modern Muse

A model turned designer moment rooted in memory, movement, and the quiet confidence of classic denim

When a muse becomes the maker, something shifts. For Amelia Gray, her debut collection with FRAME isn’t a celebrity collaboration — it’s a study in identity. The Amelia Gray x FRAME capsule bridges two worlds she’s lived in: Los Angeles minimalism and New York edge.

Sixteen pieces. One narrative. A wardrobe built on instinct — jeans that fit like memory, shearling jackets with cinematic presence, and silhouettes that celebrate imperfection. It’s the kind of denim you wear without thinking, yet remember forever.

Image: fRAME

In a statement, Gray shared, “I’ve lived in LA and New York… my style has always existed between the two.” That duality is everywhere in the collection: wide-leg shapes with tailored ease, washed blues softened by time, and sharp lines that still feel undone.

Image: FRAME

Shot by Chris Colls and styled by Mel Ottenberg, the campaign evokes an editorial intimacy — shadows, movement, and denim that feels alive. There’s no gloss, no noise — just texture, shape, and attitude.

But beyond fabric and fit, what stands out most is the sentiment: denim as autobiography. Amelia isn’t designing from trend reports; she’s designing from muscle memory. The pieces feel lived-in before they’re even worn — like they’ve already heard your favorite song a hundred times.

In an era obsessed with immediacy, Amelia Gray x FRAME leans into longevity. It’s not nostalgia — it’s nuance. The kind of collection that doesn’t scream for attention, but lingers in your mind long after the scroll ends.