Gisele Bündchen has once again teamed up with Frame as the face of the California fashion brand’s spring 2024 collection — and their marketing strategy hasn’t changed.
Back in October 2023, Frame released a series of topless photographs of the 43-year-old supermodel to debut their winter 2023 collection. In a series of black-and-white photos taken by David Sims, Bündchen modelled multiple pairs of jeans with nothing up top before switching the script in an oversized denim jacket sans trousers — the same jacket she wore as a dress to a NYFW dinner the previous month.
You know what they say: If it ain’t broke, don’t fix it. Yesterday, Frame released the “second chapter” of its Gisele Bündchen campaign for spring 2024, and it’s pretty much the same plot, different setting.
Photographed by Frame’s own co-founder and creative director Erik Torstensson, Bündchen got a bit more playful in a Miami bedroom, kicking off her shoes in a pair of Le Jane straight-leg jeans and a white triangle bra.
Of course, the campaign wouldn’t have been complete without another pantsless moment. In another grouping of shots, the Brazilian model stripped out of her jeans and threw on some socks in a low-key LA sweatshirt and white boxer shorts.
“Frame has always been about elevated simplicity and style in wardrobe staples,” Torstensson said in a press release.
“The Frame woman is a multi-hypenate herself, she doesn’t want to think too hard about her look whether she is on or off-duty. She is effortless, elegant and wears her clothes with an enviable air of insouciance. This campaign is a celebration of that attitude and lifestyle.”
It doesn’t get much more effortless and elegant than Gisele Bündchen, that’s for sure.
This story originally appeared on GLAMOUR US.
