The Modern Man, also the name of the new coffee table book published by FRAME, is featured prominently in the brand’s menswear advertising campaign for the autumn of 2022. Erik Torstensson, FRAME co-founder and creative director, was the photographer for the ambitious campaign. Over thirty men appear in the advertisement, embodying the diverse aspects of FRAME’s Modern Man.
FRAME Fall 2022 Campaign
“The common thread is style, not fashion,” says Erik Torstensson. “The diversity and cross-section of talent were integral to the project–this is how the world looks, what you see when you walk down Mercer.” The fall 2022 campaign for FRAME showcases looks that can be interpreted in various ways and is current with how the Modern Man dresses.
This fall, FRAME is highlighting the key pieces that every man should have in his wardrobe. The fashion label creates its signature pieces with three fundamental ideas: Smart Comfort, Modern Classics, and Enhanced Denim.
The Smart Comfort line has forward-thinking, tech-inspired utility, while the Modern Classics range gives timeless menswear an updated look with a contemporary touch. FRAME’s iconic five-pocket denim takes the spotlight for Enhanced Denim, characterized by its use of luxurious materials and precise craftsmanship.