The average person spends about 26 years of their life sleeping. That's about a third of your entire life in bed. When it comes to creating the perfect sleep environment, a good place to start is to think of the room you spend at least seven hours a day as more than just a piece of furniture.
That's the core of what Frette – the heritage bedding brand that's been around for nearly two centuries – is trying to convey with its latest campaign, “A Bed Is a Place.”
Frette's latest campaign, “A Bed Is a Place,” encourages consumers to view the bed as more than just a piece of furniture.
“It is a very personal place where you start and end your day, read a book, maybe have breakfast or spend your personal time with your family,” says Filippo Arnaboldi, CEO of Frette. “We really wanted to build a campaign about the emotions that bed makes you feel.”
At the heart of the campaign are three Frette Icon bedding sets – Naturalismo, Divine and Ultimate – each uniquely crafted.
Naturalismo is sustainably made from 100 percent organic cotton without artificial ingredients or chemicals. It features a natural, meringue-like color with a subtle sheen, created by an exclusive dyeing process using organic, dried poppy petals. Arnaboldi points out that its ultra-soft texture makes it ideal for year-round use and for all sleepers. “The feel is extremely natural – because we don't use any chemicals to soften it. It comes out the way it should.”
Then there's Divine, one of the most innovative offerings in the Frette range. The set is made entirely of linen with a special satin finish that compensates for the roughness normally inherent in the fabric. The result is a naturally supple, breathable linen that is still thermoregulating and ideal for hot sleepers. “You get two [features] “To combine in one product what is quite unique,” says Arnaboldi. “That cost us a lot of time [to create].”
Frette Naturalism Sheet Set
Frette Ultimate Sheet Set
Rounding out the collection is Ultimate Sateen, an ultra-luxurious 1,000-thread-count sheet set made from Giza 45 long-staple Egyptian cotton – perfect for cold sleepers. “I was skeptical at first,” admits Arnaboldi, “because when you have 1,000 thread count on a square inch, it gets extremely warm. But the quality is silky, very light, extremely luxurious and yet breathable. I mean, you're sleeping on the best product ever.”
As Arnaboldi points out, each sheet offers a different experience when sleeping each night in a row. “That's what we want to convey to our customers, because in the end it's not about the logo. It's about the product, the quality of the fabric and the combination of production.”
Naturalismo's natural, meringue-like color is created through an exclusive dyeing process using organic, dried poppy petals.
Of course, these aren't the only sheet sets the brand has to offer. Since its founding in 1860, Frette has been synonymous with some of the most luxurious linens in the world. As the story goes, a Jean Baptiste Edmond Frette moved from Grenoble, France to Monza, Italy – where he and two fellow entrepreneurs, Alexandre Payre and Charles Chaboud, founded what we know today as Frette. Most people's first experiences with linens are usually at top hotels (think The Ritz-Carlton, St. Regis, Rosewood hotels), but in the century and a half since its founding, the company has evolved beyond linens to now also offer bathroom linens, nightwear, and now even home decor.
Unlike typical linen bedding, the Divine set features a special satin finish that provides a smooth, supple finish.
“I am proud to say that Frette is the only global luxury home lifestyle brand that has the unique ability to touch the consumer in unlimited ways, whether flying, sailing on a private boat, on a cruise or staying in a beautiful property,” says Arnaboldi. “Our mission is to truly enhance our customers’ experience, whether business-to-business or business-to-consumer, with beautiful fabrics and blends.”
In this way, Frette ensures that each of its bed linens is made from the best raw materials and crafted by the best artisans. The brand sources the finest fibers from around the world and although it is a global company, it works exclusively with local, family-run Italian factories and employs artisans who are masters in the art of weaving and textile production.
Crafted from long-staple Egyptian cotton, the Ultimate offers sleepers the most luxurious experience.
To help customers find the perfect bedding, Frette goes one step further and offers a special tray with fabric swatches before and after washing. “We try to offer a wide variety so that every consumer can find a fabric,” says Arnaboldi.
As Frette celebrates its 165th anniversary in 2026, Arnaboldi, who has been with the brand since 1999, is committed to its growth. This means constantly evolving with new innovations. “It all starts with an inspiration. We have a long history, so we look at our old catalogs in our archive, look at motifs, designs or colors and try to bring them up to date.”
It also means growing with the next generation of consumers while preserving the brand's DNA. “We never forget where we come from and Edmond Frette's mantra was truly about quality and service. Today we try our best to preserve the heritage but be more relevant to the modern consumer.”
Sophie Dweck is the shopping editor for Town & Country, where she covers all things fashion, beauty and lifestyle, sharing her expertise on the most worthwhile luxury products, testing and writing in-depth reviews of the very best essentials worth investing in, breaking news on the latest product launches and, of course, reports on the biggest sales and deals to shop at any time of day. Some of her favorite pieces so far include Gwyneth Paltrow's Ski Trial Cardigan, Hotel Chocolat Velvetiser, and ZIIP's Microcurrent Device. When Sophie isn't testing cutting-edge beauty technology or breaking down the TikTok aesthetic, she enjoys indulging in BonBon candy (Sorbisars, for the win!) and finding the next trend before it goes viral.