Frame Taps Elisa Albella as Chief of Staff in Strategic Global Expansion Push

Frame, the Los Angeles-based fashion house known for blending European heritage with California cool, has appointed Elisa Albella as its new chief of staff—a move signalling a bold step into its next phase of global expansion and retail acceleration.

Albella’s appointment comes at a pivotal time for the brand, which has been steadily climbing the fashion ranks since its inception in 2012. Founded by Swedish entrepreneurs Erik Torstensson and Jens Grede, Frame made its mark with a single pair of skinny jeans and has since grown into a full-fledged lifestyle label for both women and men, recognised for its minimalist aesthetic, premium denim, and elevated wardrobe essentials.

Now, with the company eyeing rapid growth in new international markets and across product categories, Albella’s arrival is poised to play a central role in steering Frame’s strategy, streamlining operations, and elevating its retail presence globally.

“This is a very exciting chapter for Frame,” said Nicolas Dreyfus, chief executive officer of the brand. “We ended 2024 with strong double-digit growth and have continued to see impressive momentum this year, with more than 20 percent growth across our wholesale and direct-to-consumer channels. These are extremely promising signs as we anticipate another fantastic year for 2025.”

Dreyfus added that the company has its sights set on expanding into key global markets, particularly in Europe and Asia—territories where Albella’s international experience is expected to be instrumental. “Elisa’s expertise will be crucial in continuing to drive our growth, optimising operations, and guiding the overall strategy for the brand,” he said.

Albella joins Frame with a rich background in retail strategy, operations, and fashion consulting. Most recently, she served as director of retail strategy and operations at Alo Yoga, a brand that has become synonymous with high-performance activewear and aspirational wellness. Her strategic oversight at Alo helped scale its retail operations during a time of intense industry competition and transformation.

Before her tenure at Alo, Albella spent seven years at McKinsey & Company, where she advised C-suite leaders in the fashion and retail sectors. Working across offices in Madrid, London, and Los Angeles, she developed a deep understanding of the global fashion landscape and became a trusted strategist for top-tier brands. Her early career also includes a role at Burberry, where she contributed to the iconic British label’s strategy team during a time of renewed innovation and global resurgence.

Frame Taps Elisa Albella as Chief of Staff in Strategic

“I’m joining Frame at an incredibly exciting time,” Albella shared in a statement. “There are bold plans for global expansion, an inspiring creative direction, and undeniable brand momentum. I’m excited to bring my experience to the table to help Frame reach new heights while preserving what makes the brand so distinct and special.”

A graduate of Stanford University with an MBA, Albella brings not only industry-specific expertise but also a broader business acumen that complements Frame’s ambitions. Her appointment underscores Frame’s commitment to deepening its operational capabilities while scaling thoughtfully and strategically.

Frame’s DNA is rooted in storytelling and authenticity, combining the craftsmanship of European tailoring with the laid-back ease of Los Angeles style. Over the years, the brand has maintained its reputation for high-quality, thoughtfully designed pieces, and a strong celebrity following has helped cement its place in the cultural zeitgeist.

But beyond celebrity endorsements and cult-favourite denim, Frame has built a robust retail and e-commerce presence, expanding its collections into ready-to-wear, accessories, and menswear. As consumer habits continue to shift, the brand’s omni-channel strength and design consistency have proven essential to its staying power.

With Albella now at the helm of strategic planning and operational leadership, Frame is poised to further define its place in the modern luxury market. Her appointment is more than just an internal promotion—it’s a clear signal of the brand’s intention to compete on a larger stage while remaining true to its roots.

As the fashion world watches closely, Frame’s next moves under Albella’s strategic direction may well chart a path for the next generation of American fashion labels with global ambitions.

And if early 2025 indicators are anything to go by, Frame appears to be on track for another milestone year—one defined by expansion, evolution, and the steady hand of a seasoned strategist ready to help frame the future.