As a seasoned gamer who’s been around the block a few times (and by “block,” I mean the digital world of virtual fashion), I must say that FILA+’s global activations have truly leveled up my streetwear game! From Dover Street Market London to Seoul’s Musinsa EMPTY Seongsu store, these events have been nothing short of epic quests for the ultimate fashion loot.
In various fashion hotspots around the globe, FILA+ is proudly launching with an array of events showcasing their brand.
This year, the FILA+ label, led by Lev Tanju, was unveiled as the contemporary sports apparel division of the established brand. Its goal is to harmoniously blend traditional elements with modern aesthetics while aiming to “combine tradition and innovation.
Introducing a significant chapter in its history, the brand has crafted unique spaces for its ongoing series of physical activations. These aren’t just meeting spots for its community and friends; they also function as immersive storytelling experiences for visitors. Here, they can delve into the brand’s values and engage with the latest collection, offering a captivating glimpse into its essence.
In August, Dover Street Market London, located in Tanju’s hometown, featured an installation and hosted a unique in-store cocktail event as part of its takeover. Later, it moved to Selfridges Department Store for a captivating display that highlighted the new collection and delved into its Italian roots. The following day, FILA+ set up another installation and window takeover at Tokyo’s renowned Nubian Harajuku store.
At New York Fashion Week, its pop-up store made a significant impact, attracting many well-known individuals. Besides showcasing its latest collection, this space introduced its initial campaign, which was captured by Ryan McGinley. Additionally, the brand’s sports heritage was highlighted with a US Open courtside experience and the creation of exclusive colorways inspired by ATP tournaments. Meanwhile, on the West Coast, The Webster Los Angeles offered a unique experience through an intimate dinner at the Chateau Marmont and an in-store installation.
Last week, an extraordinary sequence of happenings occurred first at the Antonia store in Milan, featuring a special window display and an exclusive, cozy event. This was followed by a one-of-a-kind panel discussion with Tanju held at the Musinsa EMPTY Seongsu store in Seoul – a well-known venue – just a few days ago.
Take a look at the events hosted by FILA+ in the gallery above for details. To learn more about the brand and upcoming initiatives, visit their official Instagram page.
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2024-10-21 19:26