Alix Earle brings skinny jeans back into style with Frame

The TikTok star gives a modern and innovative twist to this iconic piece from the 2000s.

After nearly a decade, skinny jeans could be making a comeback thanks to Alix Earle. With over seven million followers on TikTok, the content creator is breathing new life into this classic staple through her latest campaign and collaboration with Frame.

The Los Angeles-based brand and Earle have teamed up to create her ideal version of skinny jeans, named ‘The Alix’. This style will be available from 23 January in two variations: a classic washed blue and a coated black. Inspired by the distinctive silhouette of the 2000s, the jeans were styled with a retro aesthetic for a campaign shot by renowned photographers Inez and Vinoodh.

“The idea was to take something that had fallen out of fashion and give it a modern twist to reintroduce it in a fresh, new way,” Earle explained. “I’ve always struggled with this style due to comfort issues — they were either too tight or didn’t have the right rise. That’s why I was determined to make these jeans perfect.”

In the campaign images, Alix is seen wearing the blue skinny jeans paired with stiletto heels and a black-and-white striped t-shirt. For the black coated style, the influencer opts for a more daring look, combining them with a tonal bralette, a choker, and platform clogs.

“For years, loose-fitting jeans have dominated trends, but I’m excited for people to rediscover how versatile and flattering a good pair of skinny jeans can be,” Earle added. “They’re perfect for elevating any look; I love styling them with heels or boots.”

The 2000s-inspired look was completed with bold smokey eyes, nude lips, bleached brows, and a hairstyle reminiscent of Brigitte Bardot. This style closely resembles the one Earle showcased in her debut campaign with Frame last September, where she promoted the ‘Le Sleek Straight Leg Jean’.