PEAKLIFE

 Italian brand FILA recently unveiled its new collection. Spoiler: it’s all about style and sophistication, all about the ‘total look’.

On 22nd September, FILA sported its new Spring/Summer collection named “See Now Buy Now” at the recent Milan Fashion Week. The collection seeks to translate the style of today’s consumers. 

The capsule collection, ideal for both men and women, features unique, comfortable and stylish showpieces like killer jackets, sheeted windbreakers, sequin skirts, tea glam dresses as well as unisex elements in oversized hoodies or chic fanny bags.

In conversation with Abdon Lepcha, Creative Director, FILA India, PEAKLIFE digs in to explore more on the collection and the brand upclose:

1. What is FILA’s SNBN Spring Summer 2020 Collection all about?

– FILA’s SNBN collection features a range of apparel, accessories and footwear for men and women – designed in a black, white, red and metallic silver color palette – for complete, head-to-toe looks. The special-edition designs embrace elements from classic FILA fashions, while luxe textures, rich hues, and contemporary silhouettes provide a modern and sophisticated update.

The complete range of menswear and womenswear includes outerwear, t-shirts, sweatshirts and neoprene hoodies featuring the logo, plush trousers and asymmetric, pleated or tube skirts, as well as hats, bags and waist packs.

Silver-coated nylon, neoprene nylon, brushed interlock and sequins. Shapes are relaxed and contemporary, perfect for wearers who appreciate FILA’s timeless style and demand a collection that is both cool and comfortable.

2. What can one expect from the capsule collection?

– We have launched a very high and premium FILA product which was not available till now in the market. The kind of material used in this collection is very premium with a lot of treatment and detailing on it. 

This collection has a strong soul, born from natural elements such as water, wind and sand, making one think of the beach, the pool, and the world of surfing and sailing. A story that starts from the FILA archives, from the Fondazione FILA Museum in Biella where all the brand’s key pieces are kept.

The lines have softer, more feminine geometry and fully express the concept of “outdoor femininity.” There is a touch of measured sensuality.

Prints like flowing water is featured on t-shirts, anatomical mini dresses and parachute jackets. The FILA monogram is all over, on jackets and shorts, celebrating the iconic F-Box logo created in 1973. The same logo is taken apart, and a mere detail becomes a decorative geometric element on sweatshirts and sports jackets.

Technical fabrics such as neoprene and extra light or laminated nylon are combined with chiffon, jersey and twill in that mix of sport, functionality and fashion that is the brand’s new statement    

3. Tell us about the “See Now Buy Now” concept. How will it work? Is it only restricted to the FILA website or to other e-commerce websites and retail stores as well?

– FILA’s SNBN is a concept where we had the privilege of putting up a show at Milan Fashion Week, which was directly available to the consumer at the very same time. Be it the show preview, the live streaming, whatever was seen on the ramp could be ordered and bought then and there itself. We wanted to create a one of a kind experience for our loyal customers and FILA fans in India, where it would be possible to get the global range right off the runway in a few seconds for people to purchase. Our retail plan for SNBN is yet to be disclosed.

4. With this new collection in the market, what do you feel about the competition with other brands in India?

– I think it is now widely understood that FILA is not just a sportswear brand, but a ‘fashion’ sportswear brand. Our competitors focus only on sports rather than fashion. In terms of placement, we put fashion first and sports second, while our competitors do the exact opposite. That is how we stand out and how we are different. 

The way we are placed right now in the market, the kind of identity and image that we have created is a very niche space, and that is something that no one can take away from us. At the end of the day, we have to be confident in this space, only then we can do better than our competitors every day. 

5. How has the journey been for FILA, from a sportswear brand to a high street luxury label?

– Having been a part of Milan Fashion Week does not mean we are totally moving away from what the market demands. 

Our aim for Milan was to create a buzz and to position our brand as a high street luxury label. But what the business requires in India is something which is our core strength. We will continue to focus on this, but now with a new identity – a premium fashion sportswear brand.