#Lookbook – The Premiata ideal journey goes on into Diversity. Seeing the world – foreign or unknow- from another point of view, which is not standardized, is the company’s core message and what elevates the brand. The Premiata images ranges from the Milanese suburbs to Little Haiti and Miami, to continue in an esoteric Tokyo, up to the ancestral rites of unknown Argentine carnivals and then again, among the Sami people, living in an extreme land. www.premiata.it
Thanks to the spring summer 2020, Premiata takes us to Portland, Oregon, to find out what happened to the Hippie dream that in the 70s made this city one of its capitals.
The journey has started this season with a question.
“What happened to the hippie utopian dream? “
In the early 1970s, the Hippie movement saw their dream of a freer and more equal society vanish, due to the loss of the initial purity and, also, due to the rising costs of living in California. For this reason, that young creative people and dreamers decided to look for new places, finding them in the north of San Francisco, in a State that has been always very attentive to nature, but, above all, it is considered the most democratic and progressive in the United States of America.
This migration consisted in a simple society with an excellent and particularly inclusive quality of life.
“Premiataplus line is paramount to the Premiata images with its underground styles. Thanks to the young American girls and boys who joined the brand’s style and culture with enthusiasm, its contemporaneity emerges with no filter. We are proud to present leather shoes, symbol of the Italian expertise, which are used like sneakers- a new styles originates.
The Sizey collection continues its evolutive path, with its chromatism, the result of elaborate construction techniques. If you say Premiata sneakers, you’ll immediately recall the brand’s personality.”
The S/S20 Premiata collection is now available in the Premiata store and the best department stores in the world, as well as on www.premiata.it
