In April 2015, Caitlyn Jenner, formally known as Bruce, announced that she was transitioning into a woman. Through the observation of framing models and framing devices, a textual analysis was conducted within print and audiovisual data to gain an understanding of how framing was used to manage or shape Jenner’s unfolding image as a transgender woman. The researcher also investigated the overall tone of Jenner’s representation to decipher whether she was portrayed in a negative or positive manner. Based upon the findings, the prominent framing models that were observed in the texts were the framing of situations and the framing of attributes. The prominent framing devices of contrast and spin were also present. Furthermore, the findings indicated that Jenner was portrayed in an overall positive manner. The findings of this study build upon the current knowledge of framing and demonstrate the utility of framing in the management of a transgender celebrity’s image. The utility of framing is also presented as an opportunity for application among other celebrity happenings in the media.