Fila will make its debut at Milan Fashion Week in September
Well this is unexpected...
When most people think of Fila, they think of logo-heavy sportswear in navy, white and red however come September, the brand will debut at Milan Fashion Week bringing a whole new meaning to sports luxe.
According to Fashionista, the brand has hired Adidas Originals designers Antonino Ingrasciotta and Joseph Grasel as Creative Directors. The pair will design the collection that will hit the runway in just over eight weeks.
Speaking with WWD, Gene Yoo, Fila's Global Chairman, said, "Their background perfectly matches sport and fashion. Starting from the Fila archive, they're working on a collection that aims to bring the brand to the next level, connecting the past with its future."
Given the global obsession with streetwear and logos alike of late, it's a timely (and strategic) move from the brand. Virgil Abloh and Kim Jones have both been instrumental in introducing athleisure into luxury with incredible success. Capitalising on that momentum might just begin the next chapter in Fila's history.