The intersection of love, art, and denim takes center stage as Sienna Miller and Oli Green front Frame’s Spring 2025 campaign. More than a mere showcase of fashion, this campaign marks a significant evolution for the Californian label—an evocative narrative tableau that blurs the line between personal and public, muse and model, icon and intimate partner. By choosing Miller and Green as its first-ever couple to represent both its men’s and women’s collections, Frame signals a bold new direction in the way modern luxury brands communicate identity, connection, and style.
The Power of a Double Act: Why Miller and Green Matter
In an era defined by storytelling, Frame’s decision to cast Sienna Miller and Oli Green as the faces of its Spring 2025 collection is far from incidental. It is an exercise in intentionality, a move that leverages the cultural cachet and personal chemistry of its stars to craft a campaign that feels both cinematic and candid.
Miller, at 43, remains a perennial icon of screen and style, whose red carpet legacy and off-duty looks have long set the tone for effortless sophistication. Her partner, Green, is a rising force—known for his roles in “Mosquito Coast” and “The Crown,” as well as his work in fashion modeling. Together, they conjure a dialogue between experience and promise, classicism and contemporary allure.
- Sienna Miller: Renowned actress, fashion muse, and red carpet fixture.
- Oli Green: Actor (“Mosquito Coast,” “The Crown”), emerging model, and rising talent.
Their partnership—both personal and now professional—injects Frame’s campaign with an authenticity that transcends traditional casting. By opting for a real-life couple, the brand moves beyond superficial aesthetics, tapping into the emotional resonance that viewers crave in an age saturated with content.
Frame’s Ongoing ‘Icon’ Series: A New Chapter
Frame’s ongoing ‘Icon’ portrait series, masterminded by co-founder and creative director Erik Torstensson, has always prioritized character and charisma over mere celebrity. Yet, this campaign marks the first time the brand has selected a duo to represent both its men’s and women’s lines—a calculated risk and a potential industry bellwether.
In doing so, Frame positions itself at the vanguard of a movement that sees fashion not just as attire, but as a medium for storytelling where intimacy, artistry, and individuality are core. The choice of Miller and Green is not simply about star power; it is a declaration of values, highlighting the brand’s commitment to authenticity, relatability, and the beauty of genuine connection.
Visual Storytelling: The Campaign’s Intimate Aesthetic
Shot by Torstensson himself, the Spring 2025 campaign unfolds within an intimate bedroom setting, a visual motif that places emotional truth at the fore. Gone are the grandiose set pieces of high fashion; in their place, evocative portraits that invite viewers into the private world of Miller and Green.
The imagery is spare yet lush, marked by a sense of vulnerability and trust rarely seen in commercial fashion work. Each frame feels like a conversation—a glimpse of shared laughter, a subtle exchange of glances, the soft choreography of bodies at ease. In these moments, Frame’s denim becomes not just a garment, but a second skin: an extension of self, relationship, and narrative.
The Denim Details: Innovation Meets Heritage
While the campaign’s emotional tenor is undeniable, its sartorial substance is equally compelling. Miller debuts Frame’s newest straight leg jean, The Vertical in Laurence, a piece that epitomizes the brand’s marriage of modern tailoring and classic appeal. With its high-rise waist, full-length inseam, and timeless button-fly closure, The Vertical is constructed from rigid denim that promises both structure and longevity—a nod to heritage, refined for contemporary living.
Green, meanwhile, showcases Frame’s relaxed heavy denim shirt and the straight jean in Vicente. These pieces, constructed from sustainable and recycled cotton, underscore the label’s commitment to environmental responsibility. The relaxed fit and robust fabrication signal a shift towards comfort and conscientiousness, without sacrificing the clean lines and subtle luxury that define the Frame aesthetic.
- The Vertical in Laurence: High-rise, full-length, button-fly, rigid denim (worn by Miller)
- Relaxed Heavy Denim Shirt & Straight Jean in Vicente: Sustainable, recycled cotton (modeled by Green)
Sustainability and Modern Storytelling
It is no accident that sustainability figures prominently in Frame’s Spring 2025 narrative. As consumer consciousness evolves, luxury brands are increasingly called upon to demonstrate not just style, but substance. Frame’s use of recycled and sustainable materials is a direct response to this imperative, positioning the brand as a leader in responsible fashion without compromising its signature California-cool sensibility.
What sets this campaign apart, however, is not just its eco-friendly ethos, but its integration into the very fabric of the story being told. The garments are not simply modeled; they are lived in, loved in, and shared between two people whose connection mirrors the enduring appeal of well-crafted denim.
From Catwalk to Bedroom: The New Language of Luxury
Frame’s Spring 2025 campaign is emblematic of a broader shift in the fashion industry—a turn away from the impersonal spectacle of runways and towards the intimate, often messy reality of human relationships. By inviting viewers into the personal space of Miller and Green, Frame redefines what it means to be iconic, suggesting that true luxury lies not in exclusivity, but in authenticity, comfort, and connection.
This is fashion as lived experience, where the boundaries between muse and consumer, celebrity and everyday person, are gently erased. It is a vision of modernity that is at once aspirational and accessible, rooted in the belief that the stories we wear are just as important as the clothes themselves.
A Blueprint for the Future: Frame’s Lasting Impact
In pairing Sienna Miller’s established gravitas with Oli Green’s fresh energy, Frame crafts a campaign that feels both timeless and of-the-moment. The decision to foreground intimacy, sustainability, and storytelling is not just a clever marketing ploy—it is a statement of intent, one that will likely reverberate across the industry in seasons to come.
As brands grapple with the demands of a new generation of consumers—savvy, values-driven, and hungry for realness—Frame’s Spring 2025 campaign offers a blueprint for relevance and resonance. By fusing fashion, art, and genuine human connection, the label reaffirms its place at the forefront of contemporary style.
Conclusion: Effortless Sophistication, Redefined
Frame’s Spring 2025 campaign, brought to life by Sienna Miller and Oli Green, is more than an advertisement—it is a meditation on intimacy, sustainability, and the transformative power of storytelling. In a world awash with fleeting trends and curated facades, Frame dares to show us something real: the enduring allure of denim, the beauty of partnership, and the promise of fashion that is as meaningful as it is modern.
The intersection of love, art, and denim takes center stage as Sienna Miller and Oli Green front Frame’s Spring 2025 campaign. More than a mere showcase of fashion, this campaign marks a significant evolution for the Californian label—an evocative narrative tableau that blurs the line between personal and public, muse and model, icon and intimate partner. By choosing Miller and Green as its first-ever couple to represent both its men’s and women’s collections, Frame signals a bold new direction in the way modern luxury brands communicate identity, connection, and style.
The Power of a Double Act: Why Miller and Green Matter
In an era defined by storytelling, Frame’s decision to cast Sienna Miller and Oli Green as the faces of its Spring 2025 collection is far from incidental. It is an exercise in intentionality, a move that leverages the cultural cachet and personal chemistry of its stars to craft a campaign that feels both cinematic and candid.
Miller, at 43, remains a perennial icon of screen and style, whose red carpet legacy and off-duty looks have long set the tone for effortless sophistication. Her partner, Green, is a rising force—known for his roles in “Mosquito Coast” and “The Crown,” as well as his work in fashion modeling. Together, they conjure a dialogue between experience and promise, classicism and contemporary allure.
- Sienna Miller: Renowned actress, fashion muse, and red carpet fixture.
- Oli Green: Actor (“Mosquito Coast,” “The Crown”), emerging model, and rising talent.
Their partnership—both personal and now professional—injects Frame’s campaign with an authenticity that transcends traditional casting. By opting for a real-life couple, the brand moves beyond superficial aesthetics, tapping into the emotional resonance that viewers crave in an age saturated with content.
Frame’s Ongoing ‘Icon’ Series: A New Chapter
Frame’s ongoing ‘Icon’ portrait series, masterminded by co-founder and creative director Erik Torstensson, has always prioritized character and charisma over mere celebrity. Yet, this campaign marks the first time the brand has selected a duo to represent both its men’s and women’s lines—a calculated risk and a potential industry bellwether.
In doing so, Frame positions itself at the vanguard of a movement that sees fashion not just as attire, but as a medium for storytelling where intimacy, artistry, and individuality are core. The choice of Miller and Green is not simply about star power; it is a declaration of values, highlighting the brand’s commitment to authenticity, relatability, and the beauty of genuine connection.
Visual Storytelling: The Campaign’s Intimate Aesthetic
Shot by Torstensson himself, the Spring 2025 campaign unfolds within an intimate bedroom setting, a visual motif that places emotional truth at the fore. Gone are the grandiose set pieces of high fashion; in their place, evocative portraits that invite viewers into the private world of Miller and Green.
The imagery is spare yet lush, marked by a sense of vulnerability and trust rarely seen in commercial fashion work. Each frame feels like a conversation—a glimpse of shared laughter, a subtle exchange of glances, the soft choreography of bodies at ease. In these moments, Frame’s denim becomes not just a garment, but a second skin: an extension of self, relationship, and narrative.
The Denim Details: Innovation Meets Heritage
While the campaign’s emotional tenor is undeniable, its sartorial substance is equally compelling. Miller debuts Frame’s newest straight leg jean, The Vertical in Laurence, a piece that epitomizes the brand’s marriage of modern tailoring and classic appeal. With its high-rise waist, full-length inseam, and timeless button-fly closure, The Vertical is constructed from rigid denim that promises both structure and longevity—a nod to heritage, refined for contemporary living.
Green, meanwhile, showcases Frame’s relaxed heavy denim shirt and the straight jean in Vicente. These pieces, constructed from sustainable and recycled cotton, underscore the label’s commitment to environmental responsibility. The relaxed fit and robust fabrication signal a shift towards comfort and conscientiousness, without sacrificing the clean lines and subtle luxury that define the Frame aesthetic.
- The Vertical in Laurence: High-rise, full-length, button-fly, rigid denim (worn by Miller)
- Relaxed Heavy Denim Shirt & Straight Jean in Vicente: Sustainable, recycled cotton (modeled by Green)
Sustainability and Modern Storytelling
It is no accident that sustainability figures prominently in Frame’s Spring 2025 narrative. As consumer consciousness evolves, luxury brands are increasingly called upon to demonstrate not just style, but substance. Frame’s use of recycled and sustainable materials is a direct response to this imperative, positioning the brand as a leader in responsible fashion without compromising its signature California-cool sensibility.
What sets this campaign apart, however, is not just its eco-friendly ethos, but its integration into the very fabric of the story being told. The garments are not simply modeled; they are lived in, loved in, and shared between two people whose connection mirrors the enduring appeal of well-crafted denim.
From Catwalk to Bedroom: The New Language of Luxury
Frame’s Spring 2025 campaign is emblematic of a broader shift in the fashion industry—a turn away from the impersonal spectacle of runways and towards the intimate, often messy reality of human relationships. By inviting viewers into the personal space of Miller and Green, Frame redefines what it means to be iconic, suggesting that true luxury lies not in exclusivity, but in authenticity, comfort, and connection.
This is fashion as lived experience, where the boundaries between muse and consumer, celebrity and everyday person, are gently erased. It is a vision of modernity that is at once aspirational and accessible, rooted in the belief that the stories we wear are just as important as the clothes themselves.
A Blueprint for the Future: Frame’s Lasting Impact
In pairing Sienna Miller’s established gravitas with Oli Green’s fresh energy, Frame crafts a campaign that feels both timeless and of-the-moment. The decision to foreground intimacy, sustainability, and storytelling is not just a clever marketing ploy—it is a statement of intent, one that will likely reverberate across the industry in seasons to come.
As brands grapple with the demands of a new generation of consumers—savvy, values-driven, and hungry for realness—Frame’s Spring 2025 campaign offers a blueprint for relevance and resonance. By fusing fashion, art, and genuine human connection, the label reaffirms its place at the forefront of contemporary style.
Conclusion: Effortless Sophistication, Redefined
Frame’s Spring 2025 campaign, brought to life by Sienna Miller and Oli Green, is more than an advertisement—it is a meditation on intimacy, sustainability, and the transformative power of storytelling. In a world awash with fleeting trends and curated facades, Frame dares to show us something real: the enduring allure of denim, the beauty of partnership, and the promise of fashion that is as meaningful as it is modern.
