For the FRAME Spring 2017 ad campaign, the brand’s co-founder, Erik Torstensson photographed model Sasha Pivovarova on location in Los Angeles, California.

The models is seen posing alongside desolate seascapes that evoke the perennial chic insouciance of the brand roots: forever in style of the late Seventies, but re-imagined with optimistic modernity. Posing in relaxed silhouettes, the brand ambassador looks effortlessly chic in wide trousers, a long tunic and breezy blouse.

A long-time friend of founders Jens Grede and Erik Torstensson, and brand ambassador, Pivovarova was a natural choice for the campaign and has previously collaborated with FRAME on-and-off the camera.

Styling is by Geraldine Saglio, with production from Steven Williams. In charge of beauty were hair stylist James Pecis, makeup artist Frankie Boyd, and manicurist Marisa Carmichael.