South Korean sportswear brand Fila is all set to host its first-ever official runway show during the coming season of Milan Fashion Week in September.
In addition to this, the label will also be unveiling a retrospective exhibition at Milan’s Triennale Design Museum on September 19, the second day of fashion week festivities.
Gene Yoon, Global Chairman, Fila Korea explained, “We started doing interesting collaborations with fashion brands and retailers, such as Gosha Rubchinskiy, Urban Outfitters and Jason Wu, so we thought it was our moment to break the rules and enter the fashion arena. We strongly believe that a fashion show is the best way to make our voice heard.”
The show signals a new era for the century old brand that has appointed Antonino Ingrasciotta and Joseph Graesel, to collaboratively design a fashion forward collection. Ingrasciotta is the creative director of Fila and has worked at Adidas Originals for seven years prior to joining the label. Graesel is Ingrasciotta’s partner in personal and they have previously worked together at Adidas and Strenesse.
While the label has its roots originating from north Italy, Fila was acquired by South Korean owners in 2011 and is now actually headquartered in Seoul, Korea. The brand retails in 70 countries via distribution licenses and independently in US, China, Japan and Korea. The brand is also planning to enter India very soon.
The company has not revealed any specifics about what the product assortment presented on the runway will look like but has mentioned that they will be ‘delivering a 360-degree storytelling experience’ at the do.
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