LONDON — Jens Grede and Erik Torstensson, the founders of the Saturday Group here, already have a p.r. agency, a magazine, a fashion sales agency, a digital agency and a talent agency among their portfolio of companies.
For their next creative foray, the Swedish duo has channeled their style know-how into fashioning a clothing brand of their own. In November, the duo will launch a denim brand for women called Frame, which has been designed to offer women “the ultimate fit.”
“Here’s the thing: We’ve always loved denim — my first job was at Levi’s when I was 18,” said Torstensson, referring to a job he had shooting street-style shots for the brand. “We have all these companies, and we help all these brands, [but] we wanted to do something creative that was commercially viable and luxuriously packaged,” said Torstensson of his decision to launch the line. “We need to keep ourselves excited.”
The 19-piece collection of jeans Grede and Torstensson have designed are all based around four skinny-leg shapes with a midrise. As Torstensson noted, “We don’t like builders’ bums,” a cheeky British term that refers to the flesh that shows when low-rise jeans ride down the back. Washes include a deep indigo and sandblasted blue, and colors from mustard to deep green through to washed-out gray. The collection ranges in price from $170 to $200, and the jeans all come packaged in a heavyweight box.
Torstensson said the label’s fits were also inspired by stylish women such as Lara Stone and blogger Elin Kling. Model Maryna Linchuk appears in the brand’s campaign images, shot by Torstensson.
And acknowledging that they don’t have a designer background, Torstensson and Grede worked with Josh LeVine, who was formerly creative services director of Lucky Brand, to advise on fits, fabrics and washes, and to handle sales and production for the line. The collection will be produced in Los Angeles, where Torstensson said the best denim wash-houses and premium denim experts are located.
Frame will launch in November at Net-a-porter online, alongside Barneys New York, Fred Segal and Scoop NYC in the U.S. and Matches and Liberty in London. The pair are in Paris this week to sell the label’s spring collection. For that season, the duo has added a style called the Weekender, a hybrid of a boyfriend fit and straight-leg jean, along with a pair of high-waisted shorts.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia