Store in Los Angeles Is a Favorite of Rihanna, and More

What do Alessandra Ambrosio, Gigi Hadid, Rihanna, and Beyoncé have in common? They’re all fans ofFRAME’s collection of super chic denim. The brand, which serves up luxe basics from tees to overalls, just opened its first retail store on tree-lined Melrose Place in Los Angeles.

Thanks to the keen eyes of founders Erik Torstensson and Jens Grede, the boutique fits right in on the designer-heavy street, next to neighbors like The Apartment by The Line, Isabel Marant, and Chloe. The new shop reflects FRAME's minimalistic California-meets-Europe sensibility with oversize windows that let the L.A. sunshine pour in, a Californian Redwood ceiling that gives it an organic feel, and marble fixtures that take the space up a notch.

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