The New Obsession
FRAU x Vogue Italia
When a historic brand decides to change pace, it does so in style.
And if Vogue Italia is telling the story, then that step becomes a real statement. It's time for every brand to change, without losing their identity.
Thus the collaboration between Frau and Vogue Italia came to be, giving life to the “The New Obsession” project:
a photographic retelling of the dialogue between Frau heritage and a contemporary look at fashion that transforms footwear into an object of desire.
New Language, Same Identity
UNIQUE STORYTELLING
Staying true to its essence, Frau wanted to show that even an established brand can (and must) evolve and rediscover itself.
With its unmistakable voice, Vogue Italia has managed to convey how “a shoe can say a lot about us”. In our hectic lives, in a world that changes with the speed of a "swipe", we are all looking for a way to stand out, to express our personality and feel authentic.
Our shoes, so discreet yet so revealing, become a calling card, saying so much more than many other accessories: who we are and what step we are about to take.
When a Shoe Becomes an Icon
THE NEW OBSESSION
In the “Fashion Bites” format, three iconic models from the collection are taken to the heights of new aesthetic “obsessions”, as Vogue defines them.
In the images of Vogue Italia, Frau ballet flats are transformed into a real contemporary fetish, while the pumps become the manifesto of tangible, self-confident femininity. They are shoes that do not wait for a special occasion to be worn, but that provide daily inspiration to the people who bring them to live with authenticity and style.
Every pair of shoes comes to life in the Verona area, in our ateliers, where expert hands and modern technologies work together to achieve a single goal: to deliver quality and comfort. Frau’s entire identity lies here, poised between tradition and innovation.
A NEW LOOK, THE SAME PASSION
“The New Obsession” is not only an editorial project but an invitation to look at Frau with new eyes. To our loyal long-standing customers, it speaks of an evolution. To people who are discovering us for the first time, it shows a clear, strong, desirable identity.
A stylistic evolution, a way to get even closer to the language of fashion. Because Frau remains unchanged in its essence:
every shoe is crafted with the same dedication, care and passion, with that attention to comfort that has been the beating heart of the brand for over seventy years.
The real step forward for Frau is precisely this: knowing how to renew yourself without ever losing what makes you unique.
