The Bed is a Place – a new chapter from Frette

For Frette, the home is not just a space to inhabit. It is the place where we recognise ourselves, protect one another, and love. It gathers our most intimate gestures, our most vivid memories, and our deepest connections. With the new global campaign The Bed Is a Place, Frette opens a new chapter in its narrative, celebrating the most personal and authentic expression of life at home. The campaign is set against the backdrop of Casa La Scala, an elegant 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.

Image caption: Frette Icons, Divine | Image credit: Davide Gallizio

The bed is not just a piece of furniture, but an intimate space that welcomes emotions and moments of profound connection. It’s the place where days begin and end, where we rediscover ourselves, surrender to rest, and live our inner world. A vision that puts heartfelt everyday life at the centre. For over 160 years, Frette has interpreted the art of living with elegance and sensitivity, bringing its unmistakable textile excellence and legacy of Italian craftsmanship into the most iconic homes and hotels around the world. With The Bed Is a Place, communication evolves into emotion. The campaign celebrates the bed as the vital centre of the home, where relationships and identities intertwine. A visual narrative suspended between the real and the imagined, inviting us to live even the simplest moments with intensity.

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 exceptional quality. Each fabric is made from carefully selected natural fibres and finished with heritage techniques that emphasise texture and detail, turning rest into a daily ritual of comfort and wellbeing. Alongside bed linens, the campaign also includes a selection of Frette-to-Wear pieces – elegant sleepwear options that complete the in-home wellness experience.

Naturalismo

Made from organic extra-long-staple cotton and naturally dyed with poppy petals, Naturalismo embraces sustainability at every stage. Shot in the soft light of morning, surrounded by olive trees, the collection evokes a sense of clarity and renewal. Minimally treated from thread to finish, it offers a clean, grounding feel against the skin with a smooth texture and subtle sheen. Perfect for wellness-minded sleepers seeking the most natural foundation for rest.

Divine

Image caption: Frette Icons, Divine | Image credit: Davide Gallizio

Airy linen redefined through Frette’s signature touch. Divine introduces an innovative sateen weave that brings a soft, luminous sheen to traditional flax fibers. Captured in the afternoon on a shaded concrete balcony, it reflects a relaxed yet architectural mood. It breathes with the lightness and natural ventilation of classic linen while offering a smoother, more refined texture. Designed for those who appreciate linen’s breathability but seek a sophisticated, modern finish.

Ultimate
A rich, luminous sateen woven from extra-long staple cotton, Ultimate offers Frette’s most indulgent sleep experience. Photographed in a warmly lit bedroom after dark, this collection captures the quiet comfort of nighttime. Fine threads create a silky-soft surface with lasting strength and a natural glow. Designed to age beautifully, this heirloom-quality fabric envelops the body with warmth and comfort, like a gentle cocoon. Ideal for those who seek enduring softness and a deeply luxurious feel.

Frette is one of our Recommended Suppliers and regularly features in our Supplier News section of the website. If you are interested in becoming one of our Recommended Suppliers, please email Katy Phillips.

Main image credit: Davide Gallizio