Frame Eyes Europe, Middle East, Africa Expansion With New Appointment

LONDON The Californian fashion brand Frame is leveling up its operations in Europe, the Middle East and Africa with the appointment of a chief executive officer for the three regions.

Thomas Lecoq joins the brand with previous positions held at Zimmermann, Vince, Marc Jacobs and Giorgio Armani. His last role was global sales director at Danish label Ganni.

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“I plan to utilize my expertise and understanding of the industry to enhance and elevate Frame’s position and its ready-to-wear collections in a globally recognized market. My goal is to accelerate growth and create a strong presence in the EMEA region,” said Lecoq in an interview.

Frame in Marylebone
Frame in Marylebone.

“My extensive knowledge of the EMEA region, expertise within the premium fashion space, together with my passion and strong experience in building brands combined with Frame’s strategic vision will allow me to reinforce my knowledge to create innovation and success,” he added.

Last year the brand set up shop on Marylebone High Street, opening a store that’s gray and plain on the exterior and equally minimal on the inside with large windows, slabs of wood and other materials posing as tables and fixtures for the clothes, with silver hardware firmly in place for clothes to hang off.

Gisele Bündchen posing next to a bed, wearing light-washed jeans and a white, triangle bra.
Gisele Bündchen photographed by Erik Torstensson for Frame.

The corner space previously belonged to L.K. Bennett, which had installed a more demure and conservative front.

Even though Frame excels in denim, it’s also tackling the everyday wardrobe with its line of separates and rich cashmeres.

“In a highly competitive market, the industry is currently seeing a big fashion denim moment. There is a real appetite from the customer for luxury brands that offer a full wardrobe, including fashion denim,” said Lecoq.

“My goal is to see our ready-to-wear collections representing more than 50 percent of our global sales, whilst continuing to build and drive growth within our denim category,” he added.

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