Paul Andrew is spotlighting the artisans responsible for his luxury shoes in a new campaign called “Handmade in Italy,” in which the craftspeople themselves showcase their creations featuring ornate details like handblown Venetian glass heels and handmade fabric flowers.
Paul Andrew Season Seven campaign image.
In an official release, the brand declares that “true craftsmanship cannot be faked,” referencing the fact that some luxury brands have been outsourcing production but charging Italian-made prices. In contrast to this, Paul Andrew wants to honor the craft of artisans and the customer’s ability to discern authenticity.
Italian-born photographer Guen Fiore shot the new campaign inside the Parabiao factory, showcasing factory interiors and stark white backdrops. Dressed in crisp white coats, the artisans are photographed wearing and holding their work, from Simona in production modeling glossy blue kitten heels to head patternmaker Luca and head technician Pierangelo holding chartreuse heels with clear uppers and a spiraling floral adornment.
Paul Andrew Season Seven campaign image.
Among the standout details featured within this collection are handcrafted satin roses made by a Milanese artisan. The brand also reaffirms its dedication to “responsible luxury” with the use of vegetable-dyed leathers as well as “100% sustainably sourced satin and a sustainable PVC.” Refreshing the brand’s visual identity, a new logo is also debuted in this collection.
“Handmade in Italy is more than a campaign — it’s a statement of integrity,” Paul Andrew said. “We believe in creating shoes that honour the artisans, the materials, and the heritage of Italian craftsmanship, not just the logo on the box.”
“We don’t just make shoes — we celebrate the people who make them,” the designer added.
Paul Andrew Season Seven campaign image.
Andrew emphasized, “We’re committed not only to the highest quality craftsmanship but also to the dignity of our artisans. Unlike brands that outsource to exploitative conditions, our artisans in Parabiago work in an environment of respect and care, ensuring that every pair of shoes is made with integrity.”
Paul Andrew Season Seven campaign image.
This Season Seven effort follows Paul Andrew’s Season Six campaign, which launched in January and featured the work of 12 international artists.
Paul Andrew’s namesake label isn’t his only fashion venture. The designer left his position as creative director at Salvatore Ferragamo in 2021 and joined Sergio Rossi as creative director in 2024, debuting his first collection with the brand earlier this year.
Find more photos from Paul Andrew’s Season Seven “Handmade in Italy” campaign below.