- Robyn Turk
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Frame Denim has created a limited-edition collection in honor of
Lunar New Year. Featuring motifs such as oxen emblazoned on
sweatshirts and wishes for good fortune, as well as denim playfully
decorated with bright patches.
This capsule and its retail strategy represents the Frame’s efforts
to engage a larger global audience, as it reaches the Chinese market
through e-commerce platform Tmall and department store Lane Crawford.
Frame will also utilize social channels including Weibo, WeChat, and
Little Red Book to create content that will help spread brand
awareness to the market.
Image: Frame Denim
