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Make me FILA

The brand’s S/S20 show takes legendary history to Milan Fashion Week.

We don’t need to tell you that Milan is a cradle of luxury fashion. Season after season, Italian houses grace our eyeballs and devastate out pockets with opulent (faux) furs, lavish embellishments and fine silks. FILA, however, is a beast of a different kind; as hot as ever, last week the iconic sportswear brand took its spectacular resurgence a step further—or, to be precise, a few hundred steps further, along a vibrant blue and black runway. FILA kindly invited Glamcult to attend the S/S20 show during Milan Fashion Week, presenting both womenswear and menswear lines inspired by the world of surfing, swimming and sailing.

The presentation comes over a century after FILA’s conception as a textile brand local to the foothills of the Alps. In 1970s the direction of the brand was altered dramatically by the innovative designer Pier Luigi Rolando, who helped the company step onto the tennis court, propelling FILA to earn the global sportswear powerhouse status it proudly celebrates today. On top of its continuous reign as an industry staple, over the years FILA’s dedication to combining functional performance and sophisticated style has earned the brand a permanent spot in the minds of the fashion conscious; today FILA can be found on the high street and in concept stores alike, thanks to collaborations with the likes of Urban Outfitters and Gosha Rubchinskiy.

The S/S20 runway reiterates FILA’s core ethos, which has remained the same since Rolando’s days—the beauty of sport is that of a life in motion, and that said beauty is universal, meant to be admired and worn (whether you are an actual sportsman or not). Taking as its starting point the yellow jacket that Giovanni Soldini wore when he broke the world record sailing solo across the Atlantic, the show took us though natural elements and natural scenarios: we battled high tides of ravenous seas and lounged on the chicest of beaches, diving into seductively iridescent waters.  Shaking off the sand, we grabbed our stilettos and went out to dance the night away; perhaps we attended a party, a festival, or a dinner date? Combining sports, functionality, and fashion, the FILA S/S20 collection is, once again, adding fuel to the seemingly ceaseless fire of the athleisure trend, making sure that we look as good as we feel, come rain or come shine.

Words by Glamcult

www.fila.com

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