by John Russel Jones

FRAME released its Fall 2022 Menswear campaign and coffee table book, Modern Man this week. Following the menswear relaunch last year, FRAME’s Fall 2022 Menswear collection details the brand’s continuous effort to define The Modern Man with a system of dressing in which form follows function and style supersedes fashion.

ABOVE: Artist Demit Omphroy

NBA Player Aaron Holiday

Essentials are reinvented under three core concepts: Smart Comfort, providing innovative, tech-informed functionality and further adding levels to every look; Modern Classics, refreshing staples with a twist; and Enhanced Denim, starting every wardrobe with FRAME’s signature five-pocket denim made from the most luxurious fabrics. Meticulous yet functional details that are undeniably FRAME enable these pieces to be dressed up or down, adding to their versatility and adaptability.

Model Fernando Casablancas

The campaign, shot by FRAME Co-Founder and Creative Director Erik Torstensson, features 33 unique individuals, including snowboarder Toby Miller, NFL players Quincy Williams, Bryce Hall, and Isaiah Simmons, NBA players Justin and Aaron Holiday, Brandon Clarke, and Josh Richardson, Prince Achileas of Greece, A&R Pusha Rod, models Alika Mock, Fernando Casablancas, and Yvesmark Chery, musicians Jacob Sartorius, and ToBi, actor Paul W. Downs, artist Demit Omphroy, non-profit Pushing for Pink co-founder Mathew Matthews, producer Brian Boyle, and stylists Brett Alan Nelson and Chris Kim, amongst others.

Model Austin Wilson

 “The common thread is style, not fashion. The diversity and cross-section of talent was integral to the project – this is how the world looks, what you see when you walk down Mercer,” says Torstensson

Prince Achileas of Greece

The collection will be available for purchase this week with key retailers including MR PORTER, Farfetch, and Nordstrom, and on