Be Free at Poggio Belvedere
A behind-the-scenes look at a fashion takeover in the Italian countryside
This past April, the Be Free team flew in from across Europe and took over our estate.
The goal? To shoot their 2024 summer fashion campaign in a way that felt cinematic, timeless, and completely immersive. For days, Poggio Belvedere became their creative universe — wardrobe styling under fig trees, Vespas buzzing across gravel paths, models slipping between our garden terraces and stone staircases.
This wasn’t just a shoot. It was a production.
And we handled every detail.
Why Brands Choose Poggio Belvedere
There are plenty of beautiful locations in Italy. But few offer what we do:
Full privacy — no shared space, no interruptions
Design-forward interiors and outdoor variety
Authentic Umbrian textures — vineyards, olive groves, medieval touches
On-site production coordination from a globally experienced team
Creative freedom in every direction
For Be Free — a fashion brand with strong Gen Z influence and broad Eastern European reach — this campaign marked a shift in tone. While previous seasons had touched the Amalfi Coast, they wanted something different for summer 2025.
They found it here: a place that felt exclusive, effortless, and creatively alive.
What We Curated for the Be Free Team
As the hosts of Poggio Belvedere, Vero in Italy organized a full production setup:
Vespa and vintage bike rentals
Private chef services and catered meals for the entire crew
Overflow accommodations nearby for extended teams
Flexible location setups indoors and outdoors
Wine pairings and sunset dinners to fuel the long days
From production logistics to off-duty dining, everything was handled with discretion, detail, and style.
This is why brands come to us.
Space to Create
Be Free didn’t just use the villa. They used the entire property —
Draping wardrobe across the stone balustrades
Shooting campaign videos by the pool
Turning sunrise light into storytelling
It’s that flexibility that makes Poggio Belvedere a true destination for content.
Whether you're a fashion label, lifestyle brand, or creative agency, this is the kind of shoot setting that gives back — with layers of beauty, character, and calm.
Booking a Production at Poggio Belvedere
We only host a limited number of shoots each year. Each one is customized, discreet, and production-ready. We’ll coordinate logistics, local partners, and the kind of touches that make creative work easier — and more inspired.
Planning your next campaign?
Book Poggio Belvedere as your next destination set.
We’ll bring the production support.
You bring the vision.
Hosted exclusively by Vero in Italy.
Want a deeper look at the shoot?
See behind-the-scenes moments, gallery images, and campaign reels from Be Free’s time with us over on Instagram, where we’ve highlighted the full production story.
