Fila to launch premium Fjord line with Astrid Andersen at Pitti Uomo
Following its collaboration with Fendi, Fila has announced a new project, set to be unveiled at next January's Pitti Uomo. The Italian sportswear brand, which has been owned by South Korean businessman Gene Yoon since 2007, will launch a premium line dubbed Fila Fjord under the creative direction of Danish designer Astrid Andersen, unveiling its first collection for autumn/winter 2019-20 at the Florentine trade show.
The project has been conceived to manoeuvre Fila towards a more high-end positioning, invoking the identity and the history of the brand under the slogan of "the measure of perfection". The debut collection is made up of casual apparel for both men and women, and also includes some unisex pieces, along with shoes, accessories and bags.
"Strongly influenced by Astrid Andersen's Scandinavian roots, the Fila Fjord collection has been created with a natural, sustainable and functional lifestyle in mind, and was inspired by the relationship between Nordic architecture and nature," explains the brand in a press release.
The project was born from a discussion between Fila and Elgar Johnson, fashion director and deputy editor at British GQ Style, who is a longtime collaborator of the Danish designer, having previously organised the casting and styling for her runway shows, which have been taking place in London since 2014. Andersen, who graduated in Copenhagen, came to the British capital in order to specialise in menswear, receiving an MA from the Royal College of Art in 2010.
In 2011, she launched her eponymous brand, which bears the unmistakable influence of streetwear and 90s hip-hop, simultaneously mixing luxury codes with sportswear, fashion with comfort.
"Following the success of the collaboration with Fendi, Elgar Johnson suggested that Fila make a move into the luxury market and immediately pointed me out as the ideal person to direct the project," the Danish designer told FashionNetwork.com.
"From there, we began the creative process together in order to determine what our main direction was for the project. Italian heritage and my Scandinavian roots seemed to be an exciting path to explore," she continued. "After logomania, which has been so dominant, I think we always had the idea that we would do something more minimalist and calm."
"The emphasis is on the quality of the materials, creating sustainable, high-quality clothes for a sustainable lifestyle", explained the designer. In particular, the collection will offer a wide range of cashmere knitwear and merino pullovers. There will also be tailored pieces, shirts, tracksuits and sneakers.
"Fila Fjord is a concept that has come from Fila UK/US, from Elgar Johnson and myself, as well as from the ambition to push Fila to the limits of sports style and to explore how its heritage can be integrated into a new arena in the luxury market," concluded Andersen.
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