RITA LINO FOR PREMIATA MAIN LINE IN BERLIN

It has become commonplace for artists and brands to join forces to create something special. Both parties benefit from each other. In this case, the established company Premiata has teamed up with the Portuguese visual artist Rita Lino. Living and working in Berlin, Rita is familiar with the city’s vibrant and diverse energy, embracing the free-spirited core of the city. We exclusively showcase the result of this collaboration here at Numéro Berlin.

Berlin’s iconic Frankfurter Tor became the stage for Rita Lino to capture the essence of Premiata’s main shoe line.

Established in 1885 in Montegranaro, Premiata embodies a seamless fusion of heritage, expertise, and research. Originally a family-run enterprise, the brand dedicated more than a century to the meticulous handcrafting of high-quality Italian footwear. In 1991, Premiata underwent a transformative shift towards a more fashion-centric and globally-oriented strategy, ushering in a new era in its illustrious history. The “know-how” of Premiata has consistently steered product development. While the craftsmanship of the initial “handmade” approach has evolved over time with the integration of modern technologies, one constant remains—the unwavering commitment to research and uphold the standard of “Made in Italy” quality.

Lino, known for her instinctive photography, seamlessly blended art and fashion against Berlin’s vibrant urban scenery in the new Premiata Campaign.

Renowned for her intuitive photography, Rita Lino seamlessly intertwines art and fashion against the dynamic urban backdrop of Berlin in the latest Premiata Campaign. Residing and working in Berlin, Lino’s photographic journey is characterized by a liberated exploration of self and persona. Her work, described as intimate, narcissistic, animalistic, and instinctive, unveils a raw transparency that lays bare emotions. This collaboration with Premiata extends Lino’s diverse portfolio, which encompasses international initiatives, artist residencies, and contributions to prestigious magazines. With four published photo books by acclaimed publishers, Lino’s artistic vision consistently captivates and redefines the crossroads of fashion and art. The campaign not only showcases Premiata’s designs but also captures the essence of Berlin through Lino’s lens, creating a fusion of creative realms guided by her visionary approach.

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Photography by Miriam Marlene