For their fourth year in collaboration, FRAME, the renowned Californian fashion brand, and the iconic Ritz Paris institution are unveiling a pop-up in the Mall of Emirates with OUNASS. This ephemeral store will be open from January 16th to January 22nd and marks the first activation for FRAME in Dubaï.
This exclusive 35-piece limited edition collection draws inspiration from heritage style and the distinct codes of high society, blending American sportswear classics with French sophistication. Emphasising the jet-set lifestyle’s harmonious balance of sport and leisure, the collection features chic colour-blocking and new designs, including a cream cashmere sweater with button detail at the neck and cuffs, a nostalgic polo sweatshirt, and a versatile silk scarf that transitions effortlessly from boat to beach.
Among the selection at the MOE pop-up, the hero piece of the line is the Trench Coat, the ultimate everyday outerwear enhanced with silk scarf lining and gold Ritz Paris buttons for a polished look. The traditional Ritz Paris Baseball Cap is available in cotton in cream, navy and hunter green and in suede in black and cream. The ever-popular crewneck sweatshirts return in navy and hunter green. The cashmere sweaters, cardigans and the silk scarf encapsulate simplicity and timelessness, making the collection the perfect addition to your closet. This installation brings an immersive in-person experience to a larger global customer base, showcasing that FRAME X Ritz Paris has truly gone worldwide. Enabling customers to discover the collection that redefines The Good Life, making it the essential wardrobe for travel and everyday elegance.
As one of the priority markets for the brand, FRAME is looking at expanding their retail network in the Middle Eastern region for the upcoming months. In addition of the FRAME X Ritz Paris collection, the MOE pop-up will offer a selection of PS25 and SP25 Womenswear and Menswear, including the Californian brand’s famous denim pieces, linen t-shirts, silk or sequined sets, chunky sweaters, and other classical yet refined items from FRAME’s latest collections.
The pop-up follows the creative direction of FRAME’s Co-Founder and Creative Director, Erik Torstensson, who has infused the experience with his intricate eye for detail and design, creating a chic and immersive shopping atmosphere. The interior is monochromatic with brushed metal walls, a gray velvet lounge and rug. The awnings and plants pull inspiration from the Ritz Paris Hotel. This sleek, minimal, and modern pop up was designed by Crosby Studios, the design agency that designed the café in Dover Street Market Paris, the Sarah Andelman x Le Bon Marché Pop-up and the Balenciaga Sofa for Miami Design.
