Premiata has always been a symbol of tradition and heritage, but the Spring Summer 2023 collection pushes beyond the boundaries of the present, projecting into a futuristic and visionary future with a damn cool vibe. Buenos Aires is the perfect location to showcase the values, philosophy, and new collection of the brand. The evocations of a metropolis in constant search of beauty, freedom, and creative avant-garde become the perfect framework for Premiata’s style proposals.
Sugarkane Studio, which has been curating the brand’s campaigns for years, wanted to share this futuristic vision through chromatic, fluid, and metallic elements, 3D incursions, and new visual codes. A cybernetic golden hour serves as a backdrop to the images, energizing the brand’s style proposals.
The Premiata Spring Summer collection moves between tradition and research, with new styles and best-sellers that have made the brand known and recognizable worldwide. The apparel line introduces super light and technical garments with an avant-garde and unprecedented soul, in perfect balance between informal and activewear. Genderless aesthetics, soft fade and degrade colors, bright and energetic tones, and fresh and light materials create a collection in perfect balance between natural and technical. Made in Italy garments are produced by high-end manufacturers with innovative materials, in line with the contemporary spirit of the brand.
In the sneaker segment, the core of Premiata, the Moe Run makes its entrance, the lightest model ever made to date, innovative and a symbol of technical research and manufacturing evolution, and the Clay, which mix slip-on inspired fit with street soul and cassette sole.
But the peculiarities of Premiata’s creations find synthesis in the backpack collection, where high-end technical materials and maximum functionality create a line of backpacks suitable for the most extreme travelers and challenges in the city. The new Ventura model, with its exclusive streetwear design, is the champion of a range that has been able to establish itself for style and productive quality.
The brand’s first line represents the symbol of Premiata’s history and the heart of its ability to design collections in full respect of the centuries-old Marchigian experience. Here the brand’s research becomes even more avant-garde, with the use of precious materials for the most refined Italian manufacturing at the service of new designs and techniques, new color palettes, and an unprecedented style.
Graziano Mazza, accompanied by his children Carlotta and Vincenzo, has always represented the heritage of the brand and its continuous creative drive. The obsessive search for design and materials is revealed in this Spring Summer 2023 collection, where quality is one of the indispensable and distinctive attributes of the Premiata brand.