Berlin’s iconic Frankfurter Tor served as the captivating backdrop for Rita Lino, the Portuguese visual artist, to capture the essence of Premiata’s main shoe line. Established in 1885 in Montegrano, Italy, Premiata embodies a harmonious fusion of heritage, expertise, and cutting-edge research. Initially a family-owned business, the brand has devoted over a century to meticulously handcrafting the finest quality Italian shoes. In 1991, Premiata embarked on a new chapter, transitioning to a more fashion-focused and internationally-driven approach.
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The exceptional craftsmanship of the original “handmade” has evolved hand in hand with the implementation of modern technologies, all while unwaveringly maintaining their commitment to the renowned “Made in Italy” quality. Rita Lino, widely recognized for her instinctive blend of artistry and photography, effortlessly merges art and high fashion against Berlin’s vibrant urban landscape in the new Premiata Campaign.
Residing and working in Berlin, Lino’s photographic journey is characterized by an unapologetic exploration of the self and persona. Her work hailed as intimate, narcissistic, animalistic, and instinctive, exhibits a profound transparency that lays emotions bare. This collaboration with Premiata represents a seamless extension of her diverse portfolio, which includes international initiatives, artist residencies, and contributions to esteemed magazines. With four published photo books under her belt, courtesy of acclaimed publishers, Lino’s artistic vision continues to captivate and redefine the intersection of fashion and art.
The campaign not only showcases Premiata’s meticulously crafted designs but also encapsulates the vibrant spirit of Berlin through Lino’s visionary lens, creating a stunning fusion of creative realms. Brace yourself for a visually mesmerizing journey where art meets fashion, reimagining the very essence of beauty.
