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.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion