‘Art Of Fila’ – Brighton AW22 Campaign
Casuals favourite Fila Vintage is back this year with their newly released AW22 capsule. For the campaign the label took to the streets of Brighton, immersing into the subculture of parkour. The thinking behind the Parkour theme was to showcase the pieces on “world-renowned” athletes, that could reflect what sport really means to them – marrying perfectly with Fila’s sporting heritage.
In this first instalment of the ‘Art of Fila’ concept, the message is ‘Street Sports Don’t Stop’, with fluidity of movement, creativity and the importance of training at the heart of the campaign. To keep the feel as authentic as possible, a wide range of camera equipment were used to get the shots – including handy-cameras, iPhones, drones and 360 cameras in order to “truly capture the essence of the sport”.
Rooftops & the streets of Brighton were chosen, with Fila adding: “Societal rule breakers, nomads and always on the streets, parkour athletes are unique yet uniformed in their love of their sport”. The camaraderie within the sporting community is “demonstrated through powerful narratives” within a series of videos and still shots.
The chosen parkour athletes include established & upcoming figures such as Joe Scandrett & Rachel Gough. Joe is renowned for his unique & creative parkour style, having more than 15 years experience in the sport. Rachel is an up and coming athlete in the sport, having gained rapid momentum and recognition thanks to her daring roof top jumps.
The unisex collection features a range of sporting staples for the Autumn/Winter, such as oversized tees, comfy joggers, quarter zip track tops, hoodies, sweatshirts & bottoms. Selective cotton pieces feature a 96% recycled cotton construction – reflecting the labels “move towards a more sustainable future”.
This new ‘Art of Fila’ concept aims to put a spotlight on various art forms, cultures and the creative forces that have always been a key element to the brand. Throughout the AW22 season, Fila will continue to work alongside different athletes, designers and artists through a range of sport to showcase the fashion and art in each and every piece.
Shop the AW22 collection from Fila Vintage, available online & in-store now at Stuarts London.
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