Making its runway debut at Milan Fashion Week this September, Fila is taking full advantage of the fashion industry’s current obsession with everything streetwear. The sportswear company has tapped Antonino Ingrasciotta and Joseph Graesel as Creative Directors to present its Spring/Summer 2019 collection. Collaborating with luxury brands like Fendi and renowned designers such as Gosha Rubchinskiy has helped to promote the sportswear-turned-streetwear label to a wider, fashion-conscious audience.
When it comes to iconic sportswear companies, no other name has as much gravitas and longevity as Fila. Founded in 1911 in Biella (Italy), the brand started as a small, family-owned business that had transformed itself into a highly popular sportswear brand. After years of stagnation, the company has finally found its footing again with a brand renewal campaign that appeals to younger consumers and a fashion industry currently obsessed with the streetwear style. This recent phenomenon is no better explained than from the CEO, Yoon-Soo Yoon: “The dominant fashion houses have embraced sportswear and this approach has become more than just a seasonal trend. Sportswear is now a fundamental element of the fashion DNA.”
And the fashion industry seems to agree. The major Italian luxury house Fendi donned the Fila logo on a couple buzz-worthy pieces for its Fall/Winter 2018 show. Before Fendi, Russian fashion designer Gosha Rubchinskiy’s 2017 Spring/Summer collection celebrated vintage Italian sportswear by paying special homage to select brands like Fila and Kappa. Fila’s runway debut will feature a collection that will combine its sports legacy with its ambition to make a mark on the fashion world. The history of the label will also be celebrated at the La Triennale di Milano, the city’s cultural institution, during fashion week.
And the fashion industry seems to agree. The major Italian luxury house Fendi donned the Fila logo on a couple buzz-worthy pieces for its Fall/Winter 2018 show. Before Fendi, Russian fashion designer Gosha Rubchinskiy’s 2017 Spring/Summer collection celebrated vintage Italian sportswear by paying special homage to select brands like Fila and Kappa. Fila’s runway debut will feature a collection that will combine its sports legacy with its ambition to make a mark on the fashion world. The history of the label will also be celebrated at the La Triennale di Milano, the city’s cultural institution, during fashion week.
