[EXTRACT] The story behind Frame’s latest campaign featuring Gisele Bündchen as the muse, directed by Erik Torstensson.

TheBoldWay (ex EDLM)

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➜ TheBoldWay Newsletter : https://www.theboldway.fr/newsletter

Today, I find myself at the Ritz with Erik Torstensson, serial entrepreneur, co-founder and Creative Director of FRAME, as well as photographer and investor. Originally from a farm in the Swedish countryside, he moved to London at the age of nineteen to work at Wallpaper Magazine, before subsequently co-founding the Saturday Group with his partner Jens Grede. Their first client, H&M, was the starting point for many notable collaborations, such as the introduction of COS to H&M and Justin Bieber's collaboration with Calvin Klein.

Moving from the role of agency creative director to founder and editor-in-chief of men's style magazines Man About Town and Industrie, Erik also helped create Mr. Porter, the men's version of Net-a-Porter. In 2012, with Jens, he launched FRAME, a Los Angeles-based brand that quickly became an international success. During our chat, Erik explores the different aspects of his involvement in the creative and fashion industries, looking back on his journey since his early days, recalling decisive encounters and stressing the importance of keeping up with the times and constantly reinventing oneself.

I loved interviewing Erik, and I hope you'll enjoy listening to him too.

Enjoy the episode !

➜ See all references and photos taken during the recording at www.theboldway.fr

Nb: TheBoldWay or The Bold Way, formerly known as Entreprendre dans la mode or EDLM , is a podcast produced and directed by Adrien Garcia.

Nb: TheBoldWay ou The Bold Way, anciennement connu sous le nom de Entreprendre dans la mode ou EDLM , est un podcast produit et réalisé par Adrien Garcia.