Premiata Spring/Summer 2019

#Lookbook shot in the middle of the Argentinian Andes! Even in this era of ultra-connectivity and global conformism, there’s always a place where the uncommon happens. For this simple reason, Premiata continues the journey in the diversity, exploring new destinations in search of authentic forms of human wonder. instagram.com/premiataofficial

In the middle of Argentinian Andes, close to the frontiers of the Western World, there is a small village where all the directions switch into their contrary, redefining the sense of everything. It is a place in which devils are good and where the only connection that counts for people is the one with Mother Earth. Here time continues to be an extension of the human soul and style endures in being a pure form of self-expression, thousands of miles away from the hype of social media.

In the little village of Uquía, in the Quebrada de Humahuaca valley, different cultures and ethnic groups have coexisted for centuries, merging, in spite of all, one into another. From the fusion of Spanish and native customs, the ritual of The Northern Carnival has emerged. An event that represents something more than just a festivity, depicting a moment that marks the rhythm of life of every inhabitant of this magical land. Dominated by coloured devils costumes, adorned with mirrors, to keep away the evil spirits, the Carnival is a celebration of freedom and vitality, where every individual and the community reconnect with the purest joy of life.

Find out more at www.premiata.it or @premiataofficial