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When Frame Denim co-founders Erik Torstensson and Jens Grede were looking for their newest men’s campaign star, selecting Matt Dillon was a no-brainer. “Matt Dillon has been a stylish person for so many years,” Torstensson told WWD. And really, what more could you want?
Another plus, according to the pair, was that Dillon isn’t among the restless and reckless young Hollywood stars who often front major fashion campaigns. “He has great integrity and he’s lived a life that we wouldn’t have minded living,” Torstensson continued.
Read more Winona Ryder’s Bed Head, Stars Joins Marc Jacobs’ All-Star Campaign
The campaign, which launches the steady expansion of the brand’s menswear collection, features a brooding Dillon looking woefully camera-shy while straddling a beat-up — sorry, vintage — wooden chair. The Wayward Pines star’s scraggly facial scruff, gray tee (with sleeves rolled to reveal his casually flexing biceps) and dark wash denim lend to the cool, “regular guy on a chair in a closet” vibe.
The two images — one featuring Dillon glancing with angst into the distance, the other showing him modestly covering his face with his hands — will go live on Frame Denim’s website and on social media July 1.
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