LIFE IN FRĒDA: AN INSIDE LOOK INTO THE FALL CAMPAIGN + COLLECTION
This season is a big one for us–there’s so much to celebrate with you! We’re opening the doors to our new home in San Francisco, presenting one of our largest collections to date and introducing something new this October–so be on the lookout for the news. All these exciting events are the steps toward how we’re defining LIFE IN FRĒDA.
So what is LIFE IN FRĒDA?
It’s unapologetic. It’s being bold in your personal style. It’s you. It’s us. It’s our latest collection.
Every stitch, shape and sole of the Fall 2023 Collection epitomizes our style. It’s rebellious heritage. Relaxed yet refined. Individual but still classic. Westerns, lug soles and loafers come together to inspire confidence while the reimagined details that can only be achieved by hand finish every look from the ground up. It’s all about the pieces that work across every closet and every personality–so you can live life in FRĒDA.
OUR COLLECTION IN THE DETAILS
We take pride in the handwork put into every style we create. Here’s a look into what styles we’re loving this season and the unique characteristics that make them so special.
THE WELT
This is what makes us stand out from the crowd. It’s even how we build community from the ground up. A few months ago, our copywriter made friends with a fellow FRĒDA woman on the street when they recognized the notched welt on her ELBAs–and we’re still not over it.
What makes it so cool is it’s handcrafted. Each stud or each notch is meticulously set and sewn by hand by artisans. This season you’ll see our iconic studded welt on the BROOKE and signature hand-notched welt on the ELBA. We’ve also found ways to highlight it by making the welt contrast and lining it with a beautiful scallop edge on the BILLIE, BESS and BOBBI.
THE SOLE
All our styles are designed to keep you comfortable and cool all day long. The sole is the most important part of achieving this. We make our lug styles with a ‘Comfort Light’ sole. It was chosen out of hundreds of options for its undeniable lightness, durability and comfort. Our leather soles are handmade by layering thick, durable leather until it achieves the height we are looking for. Everything is done by hand in Spain and El Salvador.
THE LEATHERS
This is the signature characteristic that gives every style its personality. We are proud to source the highest quality leathers from both Italy and Spain. They’re sourced responsibly and upcycled from the food industry to prevent waste. Lastly, they are certified by the Leather Working Group to ensure we have high transparency of raw materials.
In the latest collection, you’ll find a menagerie of embossed croc, supple suede, classic spazzolato, patent (for the first time!) and our iconic calf. Our water-resistant leathers are also back in a big way this season to take on the weather with ease. These are notably PFA-free making them natural and responsible.
Our palette this season is rich and earth tones with pops of light blue and red.
THE TRENDS OF THE SEASON
We dip into of-the-moment styles but reimagine them in a way that they will last in your closet season after season.LOAFERS
It’s the shoe of the season and we can’t get enough of it. Loafers are functional, versatile and undeniably cool. We made one for every closet and every personality.
WESTERN
Western styles are as timeless and cool as they come. Our collection brings a modern nod to the classic style and each piece feels natural to slip into with denim, dresses and even tailoring.
LUG SOLES
Lightweight yet statement–that’s the vibe of our lug sole game. We love how they elevate every look and offer pound-the-pavement function while keeping you comfortable all day.
HOW WE STYLED FALL
Our new BOBBIE oxford with lug sole has a big personality. It’s made with shiny Italian Spazzolato, so it’s fun to dress up with a metallic skirt set, then tone down with a classic blazer.
The BESS in black calf is made from the same Water Resistant Leather as our best-selling BROOKE boot, so we wanted to show this boot with a trench. But underneath we love this statement lug with a dress that feels cool and not overly feminine, like this olive green leather piece.
The MOLLY over-the-knee Western Boot is our guiltiest pleasure. An instant closest need to pair with dresses and long warm jackets. We decided to lean into the western vibe by pairing with a fringe jacket, but keeping things classic and having this boot be the statement is our dream day-to-day.
Our best-selling BROOKE Rain or Shine Boot is now available in the most beautiful espresso brown calf. You’d never know this boot could take the elements the way it does. For styling, we leaned into the heritage of a traditional Chelsea boot and paired this boot with waxed denim, a cute strapless top and classic blazer to show it’s true day-to-day sensibility.
The JADA ballet flat is transitioning from summer to fall so effortlessly. We love them with a dark wash denim, our new Western belt, flirty little tube top and again a blazer. Feels very office ready for day, but drink ready for night.
The standout shoe of the season is our ELBA penny loafer. It’s a modernized classic loafer made with the most beautiful Italian Spazzolato, hand notched welt and angled leather heel. This classic style is a true closet staple. Now, this year, next year, forever. This fall we are loving warm hues and materials like an orangy rust paired oxford paired with olive green leather pants. It’s modern, interesting and can take you anywhere from meetings to a night out.
BEHIND THE SCENES OF THE SHOOT
We shot the campaign at Convert Studio in San Anselmo, CA. Prop stylist Kendra Smoot owns the studio and styled our Fall campaign that was shot by our forever photographer Maria Del Rio.
