FRAME is 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.
Launching in tandem with FRAME’s expansion in the region including new stores in Cannes and Monaco the capsule feels right at home in this setting. Shot on the Côte d’Azur and built around sun ready tailoring, dresses and knits, it effectively turns the Cannes boutique into a destination for the collaboration.
A growing European footprint
Since its founding in 2012, FRAME has grown from a denim led label into a full ready to wear brand with more than 20 stores across North America, Europe and Asia. The opening of FRAME Cannes extends that European footprint further into key resort and luxury travel destinations, sitting alongside existing locations like Paris, London and Monaco.
For Riviera locals and international visitors, the new boutique offers a tightly edited take on California meets Côte d’Azur style in a space that feels as considered as the clothes themselves.
