An Invitation to Rediscover the Bed as a Space of Identity, Memory and Connection

New global campaign The Bed is a Place, Frette introduces a new perspective. It explores the bed as more than a piece of furniture. It instead becomes a personal space that reflects identity, holds memories, and fosters close human connection.

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 fibers and finished with heritage techniques that emphasize texture and detail, turning rest into a daily ritual of comfort and wellbeing.