There’s a particular kind of glamour that belongs to Monaco, and it’s this cinematic sensibility that underpins FRAME’s latest partnership with Alexandra Leclerc, a 21-piece capsule collection that feels like a love letter to the ‘crown jewel’ of Formula 1.
Leclerc has long been associated with the world of Formula 1, having married one of the sport’s biggest stars, Charles Leclerc, at the end of last February. She has increasingly carved out her own visual and stylistic language throughout her F1 race day style, making this collaboration a match made in heaven.
In an exclusive interview with Alexandra Leclerc, we asked about her F1 style and its influence on this collaboration:
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I think being around Formula 1 definitely shaped my sense of dressing up, especially for certain events and red carpets, but this collection is grounded in everyday routine. If anything, it was about merging those two sides, something that can feel put-together but completely effortless. Not for a particular occasion, just designed to be lived in.
As a long-time wearer of Frame, the collection draws on Leclerc’s own instincts for understated elegance, without trying to define Monaco, but instead moving through it naturally.
Alexandra described what routines and places inspired the new collection, noting:
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My goal was to create pieces that I could reach for wherever I’m going in Monaco, whether that’s lunch near the port, a neighbourhood walk with Leo, or dinner with friends. We also wanted this feeling to come through in the campaign, so we shot in some of my favorite spots, including Le Pavyllon at Hôtel Hermitage and Villa La Vigie, where I just had my civil ceremony.
This sense of movement is carried into the campaign itself. Shot by Robin Galiegue and directed by Vincent Catel, the shots unfold across some of Monaco’s most recognisable landmarks, from Villa La Vigie to Pavyllon Monte-Carlo in the heart of Monte-Carlo Société des Bains de Mer Resort. With no reliance on heavy narrative, the campaign showcases fragments of a day: driving, pausing at a cafe, looking out over the water, with the clothes following suit, seamlessly fitting into each setting.
FRAME’s CMO Kate Keyes expanded on why now was the right time to translate ‘Monaco lifestyle’ into a capsule collection, explaining:
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Monaco is entering a new era of cultural legacy, and we are capturing that shift as it emerges in the contemporary zeitgeist for our community. Alexandra exemplifies the modern Monaco lifestyle in a very authentic way, with a distinct and intuitive perspective. Together we were able to translate that into a collection that is both aspirational and grounded.
At the core of the capsule is a wardrobe built for this exact fluidity. Denim in the form of The Leo, a new elongated, low slung silhouette that anchors the collection, while capri sets, and sculpted dresses suggest a sense of understated polish. It’s clothing designed for transition, Riviera mornings into city evenings that reflect the duality of Monaco itself, your complete Euro summer wardrobe.
As FRAME continues its international expansion, with new spaces opening in Cannes (May 2nd) and Monaco (May 8th), this collaboration signals a deeper alignment with Europe, embedding the brand within specific cultural contexts, with Monaco as the lens through which everything is seen.
Kate reinforced how these new store openings will connect both the physical retail experience and the campaign narrative, stating:
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As we expand into the Côte d’Azur, it is important that stores evoke that same sense of location and the laid-back glamour of the European summer mindset; becoming spatial counterparts to the campaign. The intention is to create environments that are not simply transactional, but atmospheric; spaces that invite a slower engagement, where the narrative can be felt as much as it is seen.
The collection will be available to shop on May 1st at 9 am ET in Frame stores and at www.frame-store.com, The Webster in Miami, and Bal Harbour, with prices ranging from $98 to $1,998.
