Karlie Kloss’ collaboration with Frame Denim, which began in May 2012, is rolling out its third ad campaign on social media.
The collection started with a conversation over dinner with Frame co-founders Jens Grede and Erik Torstensson on Kloss’ search for the perfect pair of jeans with a longer than standard inside-seam to fit her 6 foot-1-inch frame. Called ‘Forever Karlie,’ the capsule launched with a longer skinny jean and the flare, signaling a Seventies trend. Two silhouette staples have been added to the classics for pre-fall, including a boyfriend jean and short, “Le Petit Ami.” In these two styles, Frame and Karlie set out to create a more relaxed look with a roomier fit. Washes this season appear vintage; lighter and a little more distressed.
The retail price range of the Forever Karlie collection is $220 to $250.
The ad campaign, shot by Tortensson, will run on social media and Frame’s Web site. The color image will go live on Frame-Denim.com, @Frame_Denim Instagram and Frame Denim’s Facebook page on Monday.
According to Tortensson, the shoot took place in a studio in Brooklyn. “It was Karlie and I getting together and having a fun day,” he said. He noted that the images will be “extremely limited,” and will run online and in social media, mostly for its retail partners and PR. He described the images “as not sexy in an objectifying way, but really strong.”
The collection is available at such stores as Barneys New York, Bergdorf Goodman, Jeffrey NY, Neiman Marcus, Saks Fifth Avenue, Nordstrom and Net-a-Porter. In fact, Tortensson was interviewed right before a personal appearance by Kloss at Bergdorf’s on Friday afternoon. “I’m hoping there will be a lot of tall girls,” he said.
Frame celebrated the collaboration with a party Friday night with the 22-year-old model at the Empire Diner in New York, which was transformed into “Karlie’s Diner.” They served Karlie shakes and Karlie French Fries, among other treats.