FRAME Lets Amelia Gray Rewrite the Rules of Denim
- Drew Townsel
- 12 minutes ago
- 1 min read
Amelia Gray, certified Gen Z it-girl, jumps behind the design desk and designs her first denim collection for FRAME. Transforming her off duty uniform of laid back Los Angeles cool and city slick New York sharp into a capsule where baggy meets tailored and ease meets polish.
You get low sung jeans with a relaxed silhouette, the kind you slide into when you want to keep it casual but still look intentional; mini skirts in plaid prints that whisper vintage while pushing the aesthetic forward; cropped knits and slouchy bombers that immediately feel like the real backbone of a wardrobe rather than filler.
What makes this collection hit differently is how personal it feels. Amelia has been a longtime fan of FRAME, so the collaboration comes across as building the dream wardrobe she was always searching for rather than chasing hype. She focused on fabric, washes, color and fit to create pieces that feel effortless in any city and at any moment.
A sense of duality runs through everything: relaxed yet elevated, slouchy yet intentional. Her life split between Los Angeles and New York shows up in the clothes too. It is not streetwear trying to be loud, it is the wardrobe of someone who lives in the culture and moves through it with ease.
In the end, it is more than a denim drop. It is a statement about fluid, modern style: the jeans you wear from brunch to midnight, the mini skirt that works with sneakers or boots, the kind of cool that never needs to try. Shop the collection now here.