California Magic Powers Frame’s New Malibu Store originally appeared on L.A. Mag.
Frame debuted its newest location just up the road from Pacific Coast Highway.
Marking its 19th store, the fashion brand’s new home channels the stylish but laidback nature of its Malibu setting. The 1,755-square-foot boutique is awash in neutral tones that evoke the welcome familiarity of sand. Sandblasted elm panels and continuous skylight add warmth, while an elliptical metal structure nods to the California modernist architecture made famous by the likes of Richard Neutra — all coming together to evoke our Golden State’s storied magnificence.
With its headquarters and atelier on the West Coast, it only made sense to co-founder and creative director Erik Torstensson that Malibu was its next location.
“The iconic images of its architecture, landscape and light have been a source of constant inspiration for our design team,” he told Los Angeles. “The opening of Malibu services our L.A. community, who are invested in that city to beach lifestyle that we design for.”
The brand’s commitment to the nearby community was evident in the wake of the Palisades Fire. Among its numerous efforts, Frame donated 2,000 units of clothing to Baby2Baby and $40,000 to Baby2Baby and the Los Angeles Fire Department’s Wildfire Emergency Fund.
“Our hearts broke for the devastation that occurred, and we have been committed to contributing to the rebuilding of local communities, in any way we can,” he said. “The strength and resilience of those affected is an inspiration to us all.”
In a third-time collaboration, Torstensson tapped Paris-based Flora Byk for the interior design.
“Flora is an incredibly talented designer; she and her team understand our vision for retail, can evolve our aesthetic and execute with a meticulous precision,” he said, adding, “The industry of art and design is of great interest to everyone involved and our stores are carefully considered aesthetically, as a critical touchpoint, the physical experience of the Frame world. We love identifying like-minded creatives and collaborating, from Inez and Vinoodh to Sotheby’s. We always intended to build a brand that could be a platform for creating culture.”
Torstensson is most a fan of how the store design marries “the codes of the Frame DNA but with subtle nods to the surrounding landscape of its location — the canyons and coastlines.” He explained, “We wanted to create something that felt like a feat of design native to the landscape whilst also complementing our collections housed within its walls.”
At the Malibu outpost, shoppers can buy from Frame’s lineup of contemporary men’s and women’s wardrobe staples. Cashmere pieces, leather jackets, the brand’s celebrated denim and more embody a European-influenced Californian ethos.
“This store continues our vision for the next era of brick and mortar — one that reframes the retail environment as an immersive cultural experience,” Torstensson said. “As with our recent openings on Madison Avenue and in Marylebone, I also personally created two pieces of bespoke design. For Malibu specifically, it is a one-of-a-kind window sculpture and a handcrafted metal table. For me this is very exciting, as there is no compromise in aesthetic, being able to create pieces of design which perfectly marry the feel of each individual space.”
Frame Malibu is located at 23465 Civic Center Way, Suite No. 460. It is open Monday through Saturday, 11 a.m. to 7 p.m., and Sunday from 11 a.m. to 6 p.m.
This story was originally reported by L.A. Mag on Aug 15, 2025, where it first appeared.
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