The supermodel stars in Frame's Fall/Winter 2023 campaign, lensed by David Sims.

On Thursday morning, Frame announced <a href="https://www.lofficielusa.com/fashion/gisele-bundchen-birthday-iconic-runway-model-moments" target="_blank" rel="noopener">Gisele B&uuml;ndchen</a> as the new face of the brand. As the brand enters its second decade, the partnership marks new beginnings for the label. The supermodel was the first woman that Frame Co-Founder Erik Torstensson thought of when embarking on this new era.

With a mission to set new elevated codes for dressing, Frame has acquired a community beyond a love for fashion but rooted in authenticity&mdash;an image that Gisele directly reflects. As a <a href="https://www.lofficielusa.com/pop-culture/gisele-bundchen-best-fashion-campaigns" target="_blank" rel="noopener">model</a>, <a href="https://www.lofficielusa.com/pop-culture/gisele-bundchen-draftkings-tom-brady" target="_blank" rel="noopener">entrepreneur</a>, <a href="https://www.lofficielusa.com/pop-culture/gisele-bundchen-daughter-recreates-iconic-photo-instagram" target="_blank" rel="noopener">mother</a>, and someone who continues to be an aspiration in the greater cultural zeitgeist, Gisele perfectly aligns with the tenets of Frame's brand. Her life, philosophy, career, care for the earth, and attentiveness to her actions share Frame's multifaceted nature, with its clothes being beyond quality but ones that can effortlessly integrate into your lifestyle.
&ldquo;This is not just a new decade for Frame, it is a new era; Fall is a true representation of the creative vision we had for the brand when we started and for me there can be no greater living icon in our campaign than Gisele," says Torstensson in a statement.

"She is more than a model; she is an entrepreneur, a mother, and an environmentally focused individual, who embodies wellness and thoughtfulness with an incredible work ethic and effortless style. It&rsquo;s an honor to work with her and a dream come true for the brand," he continues.
As the face of the brand, Gisele also stars in Frame's Fall/Winter 2023 campaign photographed by <a href="https://www.lofficielusa.com/fashion/alexander-mcqueen-seal-bag-fall-winter-2023" target="_blank" rel="noopener">David Sims</a>. The campaign's new visual narrative further supports Frame's new creative era, depicting a triptych of the three identities that define the new Frame woman: the high-fashion side, the laid-back lifestyle, and the fronting of denim.

Gisele officially joins Frame's family who has held unique partnerships and friendships with other stars such as <a href="https://www.lofficielusa.com/fashion/karlie-kloss-styling-tricks-fashion-age-instagram" target="_blank" rel="noopener">Karlie Kloss</a> and Julia Sarr-Jamois.

Photo courtesy of Frame.

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