FRAME has reached a key expansion milestone, opening its first two standalone stores in Europe with new locations in Cannes and Monaco this May. The move strengthens the modern luxury label’s presence on the French Riviera, aligning the brand with some of the region’s most coveted resort and lifestyle destinations.
FRAME lands in Cannes and Monaco
According to recent coverage, FRAME opened its Cannes boutique on May 2, 2026, followed by Monaco on May 8, 2026. These are the brand’s first dedicated stores in continental Europe, complementing an existing network of flagships in cities such as London, New York, Los Angeles and Shanghai.
Both Riviera boutiques arrive in the middle of a high profile calendar, with Cannes in the global spotlight for the 79th Cannes Film Festival and Monaco preparing for the busy summer and motorsport season. Positioning FRAME in these locations supports its image as a label that blends California ease with European sophistication.
A strategic step in international growth
In his announcement, Thomas Lecoq describes the openings as a “significant milestone” for FRAME, underlining that this expansion into such iconic locations is “a crucial step in FRAME’s international growth” and a reflection of the brand’s global ambitions. The Riviera stores are framed as the first chapter in a broader EMEA retail push.
Fashion trade titles note that these launches coincide with collaborative storytelling, including a capsule with Alexandra Leclerc, which taps into the Riviera’s association with motorsport, yachting and elevated leisure. Together, the collection and the new stores embed FRAME more deeply within the European luxury and lifestyle context.
Teams and partners behind the project
Lecoq also extends “a heartfelt thank you” to all teams and partners who helped bring the projects to life, acknowledging the cross functional effort behind securing sites, designing spaces and executing openings in two high demand coastal markets. Local retail and architecture firms have highlighted their involvement in fitting out the Cannes store “at the heart of Cannes,” pointing to a tailored approach to the Riviera environment.
With both boutiques now open, FRAME is inviting clients and visitors to discover the new spaces, which will showcase the brand’s full offering of denim, ready to wear and accessories in a setting consistent with its modern luxury positioning.
