3 posts tagged "Erik Torstensson"
Erik Torstensson and Jens Grede did not go small with the launch of their new label, Grace, last night in London. The duo, who founded the creative agency Saturday Group, as well as the denim line Frame, unveiled a capsule collection of little black dresses in a salon-style show at the opulent Grill Room of the Café Royal. Katie Grand styled; Rosie Huntington-Whiteley modeled, among others. Sophia Hesketh was in attendance and whisked one of the dresses off the runway, such as it was, to wear to a party later that night. A big part of the appeal, Grede hypothesized, was the very basic-ness of the looks. “We want to keep prices down, and we want the dresses to be in good fabrics and made well, so that means they have to be pared down in other ways,” he explained. “But I also think, those simpler things, that’s often what women are missing in their wardrobes.”
Label: Frame Denim, designed by Jens Grede and Erik Torstensson
Need to know: Frame Denim cocreators Jens Grede and Erik Torstensson are on a first-name basis with their ideal wearer: Karlie (Kloss), Daria (Werbowy), and Lara (Stone). After all, the duo—the same creative masterminds behind Saturday Group—spend much of their time on set, directing said catwalkers. That is, confessed Torstensson, how Frame got started back in 2012. It was only natural that, surrounded by models, stylists, and editors, the two should design with these women in mind.
Debuting for Fall ’14 is the Frame Shirt, the all-new shirt category and next step in Frame’s goal of global fashion recognition. “We look at Frame through the eyes of a fashion brand rather than a denim brand,” Torstensson told Style.com. The all-black presentation marked the return of the label’s greatest distressed, coated, and vintage-wash hits. (No need to worry: The full range includes thoroughly modern skinny and high straight styles in gray, white, and navy.) But it’s the array of silk bombers, high-low tank tops, and tuxedo shirts that the pair expect to cause the biggest stir. And frankly, we agree.
They say: Pointing to a signature pair of slashed skinny jeans, Torstensson offered, “In the beginning, I thought it was too much. But a lot of really cool girls like it.”
Where to find it: Net-a-porter.com, Barneys New York, Revolve Clothing, Nordstrom, and shopbop.com.
Launching a new jeans line in today’s highly saturated market is no easy task, but Frame Denim‘s Erik Torstensson and Jens Grede have a definite leg up on the competition. The Swedish entrepreneurial duo share the editor in chief role at Industrie magazine and cofounded the Saturday Group, which represents influential fashion brands through its creative, talent, and public relations agencies. “For the first time in a long while, we felt we had the headspace to do something new. Doing a denim brand for our friends, many of them in the fashion industry themselves, was something Erik and I always wanted,” Grede told Style.com. “We were and are driven about doing something perfect. Frame is a passion project that got serious.”
Produced entirely in Venice, California, Frame jeans have a classic, slim fit and come in basic washes. “We wanted that fashion look in that California quality, and I think we made it happen,” said Grede. The “Le Skinny de Jeanne” style has already been spotted on the likes of Miranda Kerr, Dree Hemingway, and Anja Rubik—talk about strategic product placement. Frame’s premiere collection also offers the “Garçon,” which is more of a relaxed, boyfriend cut (but still skinny), as well as colored jeans and cutoff shorts. The collection launches at Barneys and Barneys.com today. Torstensson and Grede created a zippy video for the collection starring Jessica Miller, which debuts here on Style.com (below). And there’s more where that came from—the duo plans to produce a fashion film each season.