FRAME Brings California Cool to The Côte d’Azur With a New Cannes Boutique
FRAMEis officially on the French Riviera, introducing FRAME Cannes, a light drenched boutique at 5–7 rue des États Unis that fuses the brand’s California roots with Côte d’Azur architecture and ease. Inside, customers will find the latest Men’s and Women’s ready to wear collections alongside the new Alexandra Leclerc collaboration, all set against a palette of soft neutrals, filtered light and Mediterranean textures by studio Flora Byk.
A Riviera frame for California cool
The new store concept is described as “rooted in FRAME’s California heritage,” but visually guided by the architectural landscape of the French Riviera. That tension plays out through:
Filtered natural light pouring across the space, echoing the coastal brightness of both Los Angeles and Cannes.
Soft neutrals and Mediterranean ease, with stone, pale woods and tactile finishes that feel relaxed but elevated.
Set on rue des États Unis in Cannes, France, the boutique drops a modern,…
coastal minimalism right into one of the Riviera’s most cinematic shopping streets. Interior by studio Flora Byk The interior design is led by FRAME’s longstanding partner, studio Flora Byk, known for calm, architectural spaces that foreground materiality and light.
Recent imagery of the boutique captured by photographer Ollie Tomlinson shows: Clean geometryand low, sculptural fixtures that keep sightlines open. A restrained material mix that lets the clothing and accessories become the primary colour and texture in the room.
The result reads like a liveable gallery: sophisticated but not precious, and very much in line with FRAME’s refined, everyday luxury positioning. Alexandra Leclerc for FRAME in Cannes Alongside the core collection, FRAME Cannes spotlights the limited edition Alexandra Leclerc collaboration.
The 21 piece capsule is inspired by Monaco glamour and European summer essentials, with pieces like the Monaco Mini Dress, The Leo and tailored leather separates designed for Riviera days and nights…
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