Scandebergs for TIMEOn Valentine’s Day, Lewis Hamilton made his debut in Ferrari red in front of the camera for a cover story shoot for TIME, showcasing his upcoming season with Ferrari. During the shoot, Hamilton wore the King Nero boots by PREMIATA. The shoot featured a meticulously designed set curated by Thomas Bird and styled by Eric McNeal, complete with a striking black stallion. Hamilton’s appearance not only highlighted a team switch but also symbolised a new chapter in his career.
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“This is going to be such an iconic picture,” Hamilton remarked during the shoot.
Founded in 1885 in Italy’s Marche region, PREMIATA showcased a blend of tradition and innovation alongside Hamilton. The boots he wore represented a combination of artisanal craftsmanship and technical precision, aligning with the journey of the seven-time Formula 1 World Champion as he embarks on this new phase.
About PREMIATA
Since its establishment in 1885 in the Marche region, PREMIATA has successfully merged traditional craftsmanship with modern technology. The brand is recognised for exceptional quality, with its footwear collection reflecting meticulous detail, innovative treatments, and rigorous technical research. Creative visionary Graziano Mazza, born in Montegranaro in 1960, leads the brand, continuing a four-generation family legacy in premier Italian footwear. PREMIATA serves an elegant and fashion-conscious clientele with its extensive collection of footwear, clothing, and accessories.
