Alexandra Leclerc Gathered Friends to Celebrate Her Frame Collaboration During F1 Miami

Reported by Vogue.

Alexandra Leclerc understands the assignment—and the assignment, apparently, is throwing a dinner that makes everyone else's brand celebration look like a focus group. On Thursday, the F1 wife and social media fixture hosted a garden soirée at Miami's Casa Tua to toast her new 21-piece capsule with Frame, the California denim brand. The guest list read like a cross-section of people who actually matter: Hailey Bieber, Kim Petras, Lukas Gage, and a rotating cast of models and influencers who've somehow avoided becoming irrelevant.

The whole affair was basically a love letter to Monaco, Leclerc's hometown and the setting for the collection's campaign. Place cards arrived in calligraphy, olive baguettes flanked the tables, and the color story screamed Côte d'Azur: burgundy, black, cream. Guests sipped Monaco Spritzes while eating wagyu tomahawk and truffle risotto—not exactly roughing it. The punchline? Dessert arrived as chocolate mousses shaped like Leo, Leclerc's dachshund and verified F1 paddock celebrity. (Yes, the dog has a following. No, we don't make the rules.)

The Pitch

Leclerc told Vogue that authenticity was the entire thesis here. She insisted the campaign had to shoot in Monaco, not some more convenient location like Los Angeles or Miami, because anything else would've felt like performance. The collection itself—pieces she described as things she'd "actually reach for in my wardrobe everyday"—represents a departure from the kind of aspirational-but-unwearable collab that floods the market. No gimmicks, no one-off statement pieces designed purely for Instagram. Just clothes that happen to come from someone with impeccable taste and a rolodex that could make publicists weep.

Frame CEO Silvia Merati's toast hit the expected notes about authenticity and storytelling, but the gesture that actually landed was the branded binoculars at each place setting—a small, useful nod to the F1 weekend ahead. It's the kind of detail that signals restraint, which, honestly, is rarer in celebrity collaborations than it should be. Leclerc also distributed Le Rocher hats from the collection as takeaways, because why waste a captive audience of tastemakers?

The capsule launched May 1 on Frame.com, which means this whole dinner was just the marketing apparatus doing what it does best: wrapping commerce in atmosphere and calling it a moment. Still, between the Monaco callbacks and the actual wearability of the pieces, it landed better than most.

Read the original at Vogue.