Fila is gearing up to make a bold statement at the upcoming Pitti Uomo with the launch of their new premium line, Fila Fjord, in collaboration with renowned designer Astrid Andersen. This strategic move follows their successful partnership with Fendi and indicates a strategic shift towards a more high-end positioning for the iconic Italian sportswear brand under the creative guidance of the talented Danish designer.
Set to make its debut during the autumn/winter 2019-20 season at the prestigious menswear trade show in Florence, Fila Fjord’s collection will focus on casual apparel for both men and women. Drawing inspiration from Andersen’s Scandinavian heritage, the line embodies a natural, sustainable, and functional lifestyle ethos, with a special emphasis on the interplay between Nordic architecture and nature.
The collaboration between Fila and Elgar Johnson, fashion director and deputy editor at British GQ Style, laid the foundation for this exciting project. Johnson, a longtime collaborator of Andersen, proposed that Fila venture into the luxury market with the Danish designer at the helm. Andersen’s aesthetic, which seamlessly blends elements of streetwear and 90s hip-hop with luxury and sportswear, promises to bring a fresh and contemporary perspective to the brand.
Featuring a curated selection of high-quality materials such as cashmere knitwear, merino wool pullovers, tailored pieces, shirts, tracksuits, and sneakers, the Fila Fjord collection represents the brand’s commitment to quality and sustainability. By offering clothing that aligns with modern and sustainable lifestyle choices, Fila aims to cater to a discerning clientele seeking both style and substance.
The collaboration with Andersen symbolizes a new chapter for Fila, fusing their rich heritage with a modern interpretation of luxury in the fashion landscape. Through Fila Fjord, the brand seeks to challenge traditional notions of sports style and explore how their legacy can be reimagined in the luxury segment. Presented as a synergy of creative vision between Fila, Elgar Johnson, and Astrid Andersen, the collection promises to introduce a minimalist and serene aesthetic, embracing the prevailing trend of moving away from excess logos towards a more refined and eco-conscious approach to fashion.
By innovating and embracing new perspectives, Fila is poised to captivate the fashion world with Fila Fjord, a collection that embodies sophistication, sustainability, and style.
Useful links for further reading:
1. Pitti Uomo Official Website
2. The Business of Fashion – Sustainability in Fashion
