Frau celebrates Italian craftsmanship With a special event at the Artigianoteca

On Wednesday, October 29, Frau collaborated with Milan’s Artigianoteca for an evening that brought together two worlds that may seem distant but are deeply connected: craftsmanship and contemporary design. For the preview of the SS26 collection and the showcase of the FW25-26 collection, the Verona-based brand chose to tell its story in a space where leather, stitching, and work tools are part of the everyday landscape — just as they are in the company itself — turning the workshop into a space of exchange and connection.

Founded in 1937, Artigianoteca is a family-run workshop that for three generations has repaired shoes and leather goods, today working alongside some of the most prominent names in international fashion. Every process takes place in plain view, right before the eyes of those who pass by or step in out of curiosity: stitching, polishing, and wooden lasts coexist in a precise kind of chaos that smells of leather and wax. It was in this setting that Frau brought its world of clean lines, soft materials, and attention to detail, building a shared narrative around the enduring value of handmade quality.

Guests, surrounded by shoe polish tins, brushes, and machinery, had the chance to experience the brand’s new creations up close. On display, models such as loafers, boots, and Mary Janes played with textures and colors bridging two seasons. From brushed chocolate-brown leathers to animal prints and zebra motifs, each shoe appeared as part of the workshop itself, as if born directly from those workbenches.

Throughout the evening, the line between work and celebration blurred. Between drinks, a DJ set, and the scent of freshly prepared dishes, guests immersed themselves in the life of the workshop, surrounded by running machines and freshly polished shoes. The atmosphere felt like an authentic gathering, where the idea of luxury lost its rigidity and returned to the pleasure of material, gesture, and time.

In this context, Frau reaffirmed its vision of understated modernity: a philosophy where quality is measured in durability, in the softness of the leather, and in the precision of its shapes. The event at Artigianoteca served as a reminder that, despite the pace of markets and trends, Made in Italy remains one of the most contemporary forms of innovation — a collective portrait of how craftsmanship continues to represent a shared cultural value.