Paul Andrew Fall 2025 Ad Campaign

Review of Paul Andrew ‘Season Seven’ Ad Campaign by Paul Andrew and Creative Directors – Image by Lucas Lefler and Nic Burdekin with Photographer Guen Fiore

In an industry where “Made in Italy” is too often reduced to a branding exercise, Paul Andrew’s Season Seven campaign insists on showing us what those three words truly mean. The campaign steps away from airbrushed illusion and into the very heart of Parabiago’s shoemaking hub, where a cast of real artisans—named, acknowledged, and proudly photographed—stand in for models and muses. These aren’t just the hands that make the shoes; they’re the heroes of the story.

Photographed by Guen Fiore and set inside the Parabiago factory, the campaign blends factory interiors and crisp white seamless backdrops to focus our attention on the shoes themselves and the individuals who craft them. There’s Luca, the Head Pattern Maker. Pierangelo, the Head Technician. Patrizia in Quality Control. Alda in Accounting. Even Giuliano, the factory’s owner, holds a pair of heels with pride. No artifice. Just pride, process, and presence. It’s people-centric storytelling executed with grace.

Paul Andrew himself does not appear in the campaign. That absence, tellingly, says everything. Instead of the designer taking center stage, it’s the community behind the product who are invited to step forward. Each artisan is photographed holding a shoe like a sacred object—gently, joyfully, almost reverently. It’s a powerful statement: real luxury is created through care, not hype.

The shoes themselves reflect that same ethos. From heels formed with hand-blown Venetian glass to hand-crafted satin roses made by a Milanese artisan, every element of Season Seven reflects an unwavering commitment to process. The materials—vegetable-dyed leathers, sustainable PVC, and 100% responsibly sourced satin—are chosen with intention. The results are shoes that carry the weight of heritage while feeling deeply current.

This campaign also introduces a new logo for the brand, refined and minimal. It’s a subtle but strategic move, mirroring the collection’s forward motion without overshadowing its core values. There’s a quiet confidence to the rollout, reinforcing that Paul Andrew is not chasing trends but building meaning—step by step.

“Made in Italy is more than a campaign—it’s a statement of integrity,” Andrew notes. “We don’t just make shoes—we celebrate the people who make them.” That spirit of celebration rings throughout the campaign, which feels less like marketing and more like an act of gratitude. There’s a humility here, a reverence, and above all, a love for the craft and community that luxury too often forgets.

In positioning Season Seven as a humanized antidote to outsourced fashion, Paul Andrew draws a sharp line between true craftsmanship and the performative luxury of inflated logos and global logistics. His message is quiet but firm: authenticity, sustainability, and artistry are not negotiable—they are the foundation of value.

More than a campaign, this is a manifesto in images. One that not only honors the skill and soul of Italian artisanship but dares to ask: shouldn’t all luxury feel this honest?