Los Angeles sets the stage for Frame’s Fall 2025 campaign, a modern collection defined by sleek tailoring, timeless denim, and elevated essentials. The campaign stars fashion model Braien Vaiksaar, captured through the lens of acclaimed photographer Seo Choi, whose sharp editorial vision brings a cinematic touch to the season’s looks.
A Clean, Elevated Vision
The Frame Fall 2025 campaign balances California ease with European sophistication. Seo Choi’s imagery highlights not only the craftsmanship of the garments but also their versatility—perfect for both urban streetwear and refined evening styling.
With the city of Los Angeles as the backdrop, each frame feels intimate yet expansive, creating a story of modern fashion that resonates globally.
Styling and Grooming Excellence
The collection’s effortless elegance is enhanced by stylist Michael Vazquez, who curates looks that emphasize Frame’s DNA: premium denim, structured outerwear, and minimal layering. Groomer Amy Chin completes the visual story with clean, natural looks that keep the focus on Vaiksaar’s strong presence and the clothing’s refined details.
A Lookbook for the Modern Wardrobe
The Fall 2025 lookbook reveals Frame’s continued dedication to sustainability and design longevity. Featuring deep earth tones, relaxed tailoring, and updated denim cuts, the pieces feel both timeless and forward-looking. Each look underscores Frame’s commitment to creating garments that go beyond trends while staying deeply rooted in contemporary culture.
With Braien Vaiksaar at the forefront, Seo Choi’s photography, and the expert work of Michael Vazquez and Amy Chin, the Frame Fall 2025 campaign perfectly embodies the brand’s modern aesthetic. It’s a collection designed for those who value effortless style, premium craftsmanship, and enduring appeal.
Creative Director and Photographer: @seo_la_paris
Talent @braien.vaiksaar
Grooming : @amychinbeauty
Producer: @kassidy.dunn
Stylist : @michaelvalexander
Styling Assistant: @odessalu
Production coordinator: @jilliancanter
Production assistant: @erica.seff
Lighting director : @justindunns
Photo assistant : @ramgibson
Manicurist : @olivianailsit
Special thanks to @lanawintersvny@vnymodels@michaelvalexander@jilliancanter
Love the balance of LA’s laid-back vibe with Frame’s sleek sophistication. Braien Vaiksaar and Seo Choi’s vision make this campaign feel both modern and timeless.
This campaign’s vibe is truly impressive! The Los Angeles backdrop and Seo Choi’s vision create a perfectly cinematic effect. Braien Vaiksaar also reflects the energy of the collection really well.