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Fila celebrates 100th anniversary of the brand
15 Jun '11
5 min read
As part of the year-long celebration of the centennial anniversary of the brand, a Fila museum will open in the Province of Biella, Italy, the region where the Fila brand was born in 1911. The museum will tell the story of the Fila brand and its involvement in the region's rich textile history. Housed in the L'Ospizio di Carita di Biella, a historic building in the province, the museum will feature six exhibits over the next eighteen months.
The first is entitled “Fila and The Cult of Celebrity.” The word celebrate is inherent in “celebrity” and as the brand celebrates such a momentous point in its history, the first exhibit will highlight the athletes, movie stars, politicians, businessmen, television and radio personalities who have worn Fila throughout the years. Product displays will be complemented by original sketches from the design notebooks of Pier Luigi Rolando, Fila's first Creative Director.
The museum will feature a media room with videos highlighting the stories of many of the champions who have worn the brand through the years as well as videos of elaborate Fila fashion shows in Italy. On the homepage of the anniversary micro-site, there will be a button for Fila Museo which will allow visitors to view a compilation of images from the museum in order to get the flavor of the exhibits from their homes.
Fila has already released a series of 100th anniversary commemorative “Champions Collections” of performance tennis apparel which will be worn exclusively by reigning US Open and Australian Open singles champion Kim Clijsters at Grand Slam events throughout the year.
The first Champions collection release was a nod to Australian legend and fellow Grand Slam winning mother, Evonne Goolagong-Cawley. The second Champions collection release was debuted at the French Open where the tennis outfit worn by Clijsters was inspired by a Fila tennis outfit that she received as a Christmas gift from her parents in the late 1980s. Fila will unveil additional collections at the remaining 2011 Grand Slam events.
In addition to the Champions Collections, Fila's “100 Year Collection” celebrates the brand's signature style with fashion-forward designs inspired by sketches found in the Fila archives. The timeless line features bold Italian colors: a rainbow of classic polos, a wool-blend jacket with signature rib knit and chevron stripe details, a performance polo and crew, vintage tees, a reversible bucket hat and nylon cire and leather duffle --- all with a special anniversary logo. This limited edition collection combines nostalgia with fashion forward lifestyle silhouettes that are destined to become collector's items and certainly a benchmark addition to the brand's archives in Italy.
The first is entitled “Fila and The Cult of Celebrity.” The word celebrate is inherent in “celebrity” and as the brand celebrates such a momentous point in its history, the first exhibit will highlight the athletes, movie stars, politicians, businessmen, television and radio personalities who have worn Fila throughout the years. Product displays will be complemented by original sketches from the design notebooks of Pier Luigi Rolando, Fila's first Creative Director.
The museum will feature a media room with videos highlighting the stories of many of the champions who have worn the brand through the years as well as videos of elaborate Fila fashion shows in Italy. On the homepage of the anniversary micro-site, there will be a button for Fila Museo which will allow visitors to view a compilation of images from the museum in order to get the flavor of the exhibits from their homes.
Fila has already released a series of 100th anniversary commemorative “Champions Collections” of performance tennis apparel which will be worn exclusively by reigning US Open and Australian Open singles champion Kim Clijsters at Grand Slam events throughout the year.
The first Champions collection release was a nod to Australian legend and fellow Grand Slam winning mother, Evonne Goolagong-Cawley. The second Champions collection release was debuted at the French Open where the tennis outfit worn by Clijsters was inspired by a Fila tennis outfit that she received as a Christmas gift from her parents in the late 1980s. Fila will unveil additional collections at the remaining 2011 Grand Slam events.
In addition to the Champions Collections, Fila's “100 Year Collection” celebrates the brand's signature style with fashion-forward designs inspired by sketches found in the Fila archives. The timeless line features bold Italian colors: a rainbow of classic polos, a wool-blend jacket with signature rib knit and chevron stripe details, a performance polo and crew, vintage tees, a reversible bucket hat and nylon cire and leather duffle --- all with a special anniversary logo. This limited edition collection combines nostalgia with fashion forward lifestyle silhouettes that are destined to become collector's items and certainly a benchmark addition to the brand's archives in Italy.
Fila
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