FRAME and The Ritz Paris Are Back for Another Round, This Time With Charlotte Lawrence as Tour Guide
The denim brand's latest chapter with the storied Paris hotel swaps a campaign shoot for a day-in-the-life diary, chain and jean included.
FRAME is continuing its ongoing partnership with the Ritz Paris, this time built around a day-to-night diary starring musician and actor Charlotte Lawrence. The campaign follows her through a suite stay, city drives, a music session, and a late night out, shot in a documentary style rather than a traditional lookbook.
The collection leans into the hotel's old-money signifiers without taking itself too seriously: a tan suede smoking jacket paired with low-rise "Ritz Cigarette" jeans with embroidered pockets, a gold charm chain stamped with Ritz Paris emblems, suede varsity jackets, silk separates, and sweatshirts printed with "If Found, Please Return To Ritz Paris." The collection launches October 9, with a pop-up at the Ritz Paris Boutique running through October 11 that includes campaign content and hotel-branded sweets.
It's a small, well-worn playbook: pair a denim label with a hospitality icon, let a famous face treat the hotel like a backdrop for her own life rather than a set, and sell the fantasy of belonging somewhere most people will only ever see in a FRAME campaign.
Source: Hypebae
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
