Los Angeles-based fashion label FRAME introduces its latest menswear campaign that spotlights looks from its new Fall/Winter 2022 seasonal collection. It is aimed to celebrate the modern man and highlights the versatility of the looks in the new lookbook. Chief Creative Officer of the brand Erik Torstensson enlists the talents of 33 men -- this stems from musicians to producers to NBA players and more.
The familiar faces include Aaron Holiday, Jacob Sartorius, Justin Holiday, Brandon Clarke, and more. Speaking on the new range, he states "This book acts as proof of our concept realized – those we invited purposely represent a wide range of ages, sexualities, ethnicities, nationalities, and professions [...] Each man was asked to style themselves and to dress into their lifestyles, to have them wear the clothes, rather than the clothes wearing them."
Celebrity-Starring Fall Menswear
FRAME Enlists a Plethora of Talents to Showcase its FW22 Looks
Trend Themes
1. Inclusive Representation Marketing - Brands can bring their products to the forefront by partnering with diverse celebrities to showcase their collections, creating more opportunities for inclusion and representation in marketing.
2. Consumer-created Styling - Brands can engage with their customers by encouraging them to showcase their products and style them in unique ways, delivering new marketing opportunities and valuable insights into consumer behavior.
3. Cross-industry Collaborations - Brands can leverage cross-industry collaborations to attract new customer segments, open up new sales channels, and create innovative and exciting campaigns that drive engagement and growth.
Industry Implications
1. Fashion - Fashion brands can tap into diverse talent and encourage self-styling to appeal to a growing base of millennial and Gen Z consumers who prioritize inclusivity and individuality in their shopping experiences.
2. Music - Music artists can partner with fashion labels to showcase their style and broaden their appeal to a wider audience, creating opportunities for merchandise collaborations and cross-promotion.
3. Sports - Sports brands can collaborate with fashion designers to create innovative collections that cater to athletes' unique needs while also appealing to fashion-conscious consumers, expanding their market reach.