Frette unveils new global campaign
Frette has unveiled its new global campaign, The Bed Is a Place, in celebration of the most personal and authentic expression of life at home.
For over 160 years, Frette has brought its legacy of Italian craftsmanship into homes and hotels around the world, and with this latest campaign, the bed is honoured as the vital centre of every interior.
At the heart of the campaign are Frette’s icons – Naturalismo, Divine, and Ultimate – defining expressions of the brand’s most refined collections and emblematic of its commitment to quality.
Each fabric is made from carefully selected natural fibres and finished with heritage techniques that emphasise texture and detail. Alongside bed linens, the campaign also includes a selection of Frette-to-Wear pieces –sleepwear options that complete the in-home wellness experience.
Naturalismo, made from organic extra-long-staple cotton and naturally dyed with poppy petals, embraces sustainability at every stage. Minimally treated from thread to finish, it offers a clean, grounding feel against the skin with a smooth texture and subtle sheen.
Divine meanwhile introduces an innovative sateen weave that brings a soft, luminous sheen to traditional flax fibres. It breathes with the lightness and natural ventilation of classic linen while offering a smoother, more refined texture. Divine is designed for those who appreciate linen’s breathability but seek a sophisticated, modern finish.
Ultimate is a rich, luminous sateen woven from extra-long staple cotton, offering Frette’s most indulgent sleep experience. Fine threads create a silky soft surface with lasting strength and a natural glow. Designed to age beautifully, the heirloom-quality fabric envelops the body with warmth and comfort, and is ideal for those who seek enduring softness and a deeply luxurious feel.
The campaign is set against the backdrop of Casa La Scala, a lakeside residence overlooking Lake Garda, where contemporary architecture blends with nature and the surrounding landscape contributes to the overall living experience. Here, the bed serves as a place for both physical comfort and mental relaxation.
With The Bed Is a Place, Frette proposes a new vision of contemporary living, characterised by quiet moments, natural light and high-quality materials. It is an invitation to embrace the bed as a sanctuary for life in its purest form, surrounded by the elegance that Frette offers.
