Last night, a group of partygoers took over Chateau Marmont clad in cool baggy denim, leather jackets, and effortlessly draped tank tops—telltale signs of a Frame soiree. Taking over the property’s penthouse suite, which makes a hotel dinner party feel like a warm gathering at someone’s ultra-luxe apartment, the brand’s Erik Torstensson celebrated the new campaign fronted by Amelia Gray, who co-hosted the evening. Bringing her mother and sister along, Gray all but packed the space (which boasts multiple bedrooms and a fireplace-complete living area with enough space to fit two long dinner tables for the night) with an invitee list that included Yara Shahidi, Derek Blasberg, Emma Grede, Devon and
Sydney Lee Carlson, Giveon and more. “It’s really surreal and wild just looking at this room,” Gray told above the party’s loud chatter. Just over the room’s fireplace was the campaign’s hero image—Gray in tousled bedsheets, covered only by a pair of Frame denim jeans hugged to her chest (a creative choice Torstensson, who also shot the campaign, credited entirely to Gray). The same image was blown up for a billboard on Sunset, perfectly visible just below the penthouse’s balcony. “Growing up in LA, Sunset Boulevard, billboards, that’s a big deal,” Gray says. “I have a lot of dreams, but some dreams were almost too big to dream. This is one of them, and now it’s happening.” A full circle moment for Gray, brand dinners at this particular penthouse are a similar sensation for Torstensson and Frame co-founder Jens Grede. According to Torstensson, it was from that same balcony 15 years ago when he and Grede too saw the first Sunset billboard they’d worked on together. Then, it was creative work done as ad agency founders. Now, it’s campaigns for their own brand, featuring the likes of Gray and Gisele Bundchen. Gray was booked for the campaign, Torstensson told her mother, Lisa Rinna, on her character. Recalling a conversation with Gray at a Frame dinner in
Paris, the designer tells , “She was the opposite [of other people in her position]. She’s like, ‘I’m [going to work like] an Olympian. I’m going to train. I’m going to be good at this. I’m lucky to be here and I’m going to work work work.’” Inside the party, cocktail shrimp and bowls of spaghetti were served to kick off dinner, while mezcal cocktails remained at guest’s disposal out on the balcony. Much to the credit of the energy brought on by Gray and Torstensson both, there wasn’t a quiet moment to the evening. Giveon Francesca Reale Devon Lee Carlson and Sydney Carlson Derek Blasberg and Justin Theroux