Frame, a popular denim brand, has partnered with TikTok star Alix Earle to reintroduce skinny jeans. The collaboration, aptly named “The Alix,” features a modernized skinny jean silhouette with a slim, stretchy, and high-waisted fit. The campaign, shot by renowned photographers Inez and Vinoodh, showcases Earle in a series of bold and glamorous looks, highlighting the versatility of the new jeans. Earle models both a coated black pair and a classic mid-wash denim version.
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The “The Alix” jeans are available for purchase in Frame stores worldwide and on the brand’s website. A portion of the sales from “The Alix” jeans will be donated to Habitat for Humanity of Greater Los Angeles to support recovery efforts following the devastating Pacific Palisades wildfires. This charitable initiative reflects Frame’s commitment to social responsibility.
This collaboration marks a significant moment for Earle, who has been a muse for Frame since appearing in their winter 2024 campaign. She joins the ranks of other notable figures like Gisele Bündchen and Amelia Gray Hamlin, who have also starred in past Frame campaigns. Earle expressed her excitement about the collaboration, stating that bringing back the skinny jean, a potentially controversial wardrobe staple, felt like a major milestone.
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Frame’s Creative Director, Erik Torstensson, emphasized the significance of partnering with Earle, calling her the “content creator of our generation.” He highlighted the brand’s history with skinny jeans, noting that their first design, the skinny de Jeanne, was a global best-seller worn by supermodels. The collaboration with Earle signifies a full-circle moment for the brand, reintroducing a classic silhouette with a modern twist.
The launch of “The Alix” follows Earle’s recent 24th birthday celebration, which she commemorated with a Jersey Shore-themed party. Her boyfriend, Miami Dolphins wide receiver Braxton Berrios, also publicly expressed his affection for Earle with a heartfelt birthday message on Instagram. This personal connection adds another layer of interest to the collaboration, showcasing Earle’s influence and appeal.
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The “The Alix” jeans are poised to make a statement in the fashion world, potentially reigniting the skinny jean trend. The collaboration leverages Earle’s social media presence and Frame’s established reputation in the denim industry to reach a wide audience. The combination of a classic style with a modern update, coupled with Earle’s influence, creates a compelling campaign that could significantly impact fashion trends.
