Veteran shoe designer Paul Andrew understands the challenges of winning in a competitive luxury footwear sector. His approach? Do something different.
“The market feels very saturated with product in this moment — every brand now offers a footwear assortment. But so many shoes look the same,” the designer said, as he unveiled his new Season Eight spring 2026 campaign called “New Attitudes.”
Andrew, who exited his role as creative director of Sergio Rossi last month, called his collection a study in shape, proportion and surface. “Each silhouette is designed not only to adorn the body, but to influence posture, movement, and perception,” Andrew said.
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The campaign, shot in Paris by Adam Peter Johnson, unfolds through stark portraits and graphic still-life images. An accompanying film, also directed by Johnson, is set to a soundtrack by Frédéric Sanchez.
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Here, Andrew, who will show his fall ’26 collection during Milan Fashion Week, talks about his strategy for the year ahead.
What are your big goals for 2026?
“My brand is in growth mode. We are having a lot of success, particularly in Japan and Korea, but also with our specialty store clients in the U.S., including The Conservatory, Gwynn’s and Uffizi. We are working hard to continue that momentum despite the soft global market for footwear. We are doing this by introducing a series of very special shoes that look completely unique and unlike anything else in the market — like the new Facet styles that feature in our new season eight campaign — but also by introducing a series of entry luxury price point styles, like uber soft flat loafers and raffia woven wedges on lower heel heights.”
How do you plan to differentiate your product in a crowded luxury shoe sector?
“My strategy is to offer less but better, ensure our price points are extremely sharp and competitive for the style of luxury, handmade-in-Italy styles that we are renowned for producing, but also to put forward a collection of footwear that is completely unique yet so wearable. “
Your new campaign is titled “New Attitudes.” What does that mean to you?
“The title reflects a shift in presence: the way a sculpted heel alters stance, the way a sharply cut toe changes the line of the body, the way proportion and structure shape how one moves and occupies space. These shoes are not simply worn — they inform posture, attitude, and expression. In that shift, a new attitude emerges. There is also a sense of youthful directness in the campaign — a more instinctive, effortless energy that brings a fresh perspective to the Paul Andrew woman.”