February 24, 2020 |
In a vast disused tram shed, Fila created an immersive fashion experience. We left the warmth of the early spring sunshine outside and entered a specially constructed Fila-verse. Models posed in abstract wintery vignettes, or glided past on conveyor belts, whilst wearing the latest, snow and ice inspired designs from the Italian sports brand. The display was inventive and as a centrepiece, the latest trainers and a selection of archive pieces were frozen into huge blocks of ice – a process that took 14 days to complete. With sportswear playing an ever greater role in our wardrobes right now, it makes sense that Fila, which was founded in Italy in 1911, should bring its distinctive styling and technical prowess into the fashion space.
