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·2025
·'Season Seven' Ad Campaign

Woman in white lab coat holding a high-heeled shoe against a studio backdrop with fabric shelves.

Woman wearing glasses and a white lab coat holding a blue shoe in a workshop setting for Paul Andrew

Woman in white coat and black trousers crouching on a white floor in a factory setting

Middle-aged woman in a white lab coat holding a black high-heeled shoe with a patterned clear heel against a light grey background

Smiling man wearing white coat holding a bright blue slingback shoe against a pale background

Model wearing white coat fastening silver pointed heel shoe in studio for Paul Andrew ad campaign

Woman in white lab coat holding a metallic high-heel shoe in front of a white seamless backdrop with an industrial workshop visible

Blonde woman wearing a white coat holding black leather loafers against a plain background for Paul Andrew Season Seven ad campaign

Blonde woman in a white lab coat holding a black leather loafer against a light grey studio background

Elderly woman wearing a white coat holding a leather shoe against a neutral background for Paul Andrew Season Seven campaign

Older man with a beard wearing a white coat holding up a black high-heeled shoe against a pale background

Close-up of feet wearing chartreuse heeled mules with patterned transparent heels and black frayed hem trousers against a light grey background.

Close-up product shot of a pair of glossy black leather loafers placed upright against a textured stone background.

Black slingback pointed-toe heel with a wooden stiletto on a worn workbench

Brown leather slingback shoes resting on a dark metallic workbench in an Italian workshop setting.

Two men in white lab coats holding lime green heeled shoes against a plain white background

Group of twelve people wearing white lab coats holding high-heeled shoes against a plain white studio backdrop.

Woman in a white coat standing in front of a white seamless background with industrial shelving visible on the left.

Woman wearing white lab coat over black trousers holding a black high heel shoe in a studio setting

Paul Andrew 'Season Seven' Ad Campaign 2025

About

For the Season Seven ad campaign, designer Paul Andrew shifts the focus away from traditional model-led marketing, opting instead to platform the true heartbeat of his brand: the artisans and technicians behind the footwear. Captured in the production hub of Parabiago, Italy, by photographer Guen Fiore, the campaign leans into a sterile, documentary-style aesthetic that celebrates the intersection of high fashion and rigorous industrial craftsmanship. With creative art direction by Lucas Lefler and Nic Burdekin, the imagery features the actual makers—from pattern makers to quality control leads—donning crisp white lab coats as they present the collection’s vibrant, sculptural heels and polished leather loafers. This editorial minimalism serves to elevate the product by grounding it in a context of authentic creation. By utilizing a mix of natural light and controlled studio strobe techniques, the campaign highlights the meticulous textures of the materials, ranging from rich satin and patent leather to the playful transparency of acrylic heels. The resulting series reads as a love letter to the 'Made in Italy' ethos, blending professional lifestyle portraiture with a sharp, commercial edge. By stripping away the artifice often associated with luxury footwear advertising, the project instead offers an intimate, honest perspective on the collaborative dedication required to bring such refined silhouettes from the factory floor to the global runway.