Frette has hired a photographer to record Frette Through New Eyes. The photographer shoots a number of editorials in different cities around the world in locations where Frette has stores and/or where it's characters are likely to live. This speaks to the internationality of Frette. Each editorial story allows for diversity in age, gender, environments, culture and prosperity. The photographer also describes and records the assemblage and agility of products that Frette has created, where the characters portray their own Frette style of living.