Agenda-setting intelligence, analysis and advice for the global fashion community.
Apparel label Frame named Silvia Merati chief executive officer. Merati joins the Los Angeles-based brand from Golden Goose, where she led the brand’s direct-to-consumer expansion as CEO of Americas from 2019. Nicolas Dreyfus, Frame’s CEO since 2020, will transition to an executive chairman role.
“[Merati] brings a wealth of global experience and a deep understanding of modern luxury retail,” said Dreyfus in a statement. “Her appointment will further strengthen our leadership team and position Frame for its next phase of global expansion.”
Prior to Golden Goose, Merati held roles at Yoox Net-a-Porter and Intermix. The executive will look to drive international growth and retail development. After opening a flagship on New York’s Madison Avenue last year, in 2025, the brand has opened stores in Malibu and Chengdu, China as well as concessions in Galeries Lafayette in Paris and Harvey Nichols in London. Frame plans to continue to expand retail both in the US and abroad, with future store openings slated for Paris, Cannes and Amsterdam, the brand said in the statement.
As well, Frame has been expanding its product mix, moving away from its origin as solely a denim brand — founded by Skims chief executive Jens Grede and Erik Torstensson in 2012 — and into ready-to-wear.
ADVERTISEMENT
Torstensson stepped back from the company in August after amid a legal battle with ex-partner Natalie Massenet, founder of Net-a-Porter and Venture capital firm Imaginary Ventures. Both have since withdrawn their lawsuits.
Editor’s note: This article was updated on 10/27/25 to correct Merati’s title at Golden Goose.
Learn more:
Can Frame Be a Fashion Brand?
Ten years after inception, the fast-growing premium jeans maker is betting on the power of the runway.
