M Diary #93: Fila, the iconic sportswear brand, celebrates its origins with "Tutti in FILA" exhibition
Fila: the exhibition at La Triennale and MFW runway
Fila, is an historic Italian sportswear brand, founded in Coggiola, near Biella, by the Fila brothers in 1911.
The brand has established in the international market due to the synergy created between the company and the world of sports.A new exciting phase is now beginning for Fila: the iconic sportswear brand, will take to the runway for the first time ever during Milan Fashion Week. In the meanwhile, Fila celebrates its unique history through "Tutti in FILA" retrospective, taking place at La Triennale in Milan.
In the '70s, after moving into sportswear, Fila had the endorsement of tennis players Björn Borg, Guillermo Vilas, Adriano Panatta and Boris Becker, being the main fashion sponsor of US Open Tennis Championships for 22 years.
Fila established itself also among popular skiing champions like Alberto Tomba and Deborah Compagnoni.
The brand has also sponsored memorable undertakings, such as Reinhold Messner’s first ascent of Everest without supplemental oxygen, and the first solo round-the-world trip by sailor Giovanni Soldini.
Fila is a solid brand, based on style and research, renowned all over the world for its products’ quality and performances.
After some merges and acquisitions, in 2007 a great revival of the brand took place thanks to CEO Gene Yoon, who successfully followed the athleisure trend and collaborated with some of the most prominent names of the fashion scene, such as Gosha Rubchinskiy and Fendi.
A new exciting phase is now beginning for Fila: the brand will take to the runway for the first time ever on September 23 during Milan Fashion Week, showing the collection projected by the new creative directors Antonino Ingrasciotta and Joseph Graesel.
In the meanwhile, Fila celebrates its unique history through "Tutti in FILA" retrospective, taking place at La Triennale in Milan from 19 to 23 of September.
The exhibition develops a visually exciting and stimulating timeline divided into four thematic areas, also playing with the iconic F-box logo. A series of videos shows the main athletes’ achievements supported by Fila, photos, advertising campaigns as well as iconic garments from the archives, with a detailed description explaining inspirations, stylistic choices and technical innovations.
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