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BEIJING, April 21, 2022 /PRNewswire/ -- On the occasion of the brand's 110th anniversary, Italian haute sports fashion brand FILA has launched a joint collection with the ultra-popular deconstructivist fashion brand Y/PROJECT and FILA, which combines the bold design style of Y/PPROJECT with the FILA sports gene. Today, the Paris fashion show of this co-branded collection is released worldwide on April 15.
In today's fashion world, no one can ignore the presence of ghost designer Glenn Martens. The Winner of the French ANDEM Fashion Awards is on a par with the design directors of HERMES and Maison Margiela. After entering the field of fashion design, he introduced the "deconstructivist" aesthetic of "subversion, destruction and anti-tradition" in the field of architecture into the clothing design, forming a high-street fashion style of high-street fashion with a highly recognizable "deconstructionism" - cascading folds, exaggerated and interesting silhouettes, twisted collars, spliced and reconstructed waistbands, asymmetrical and detachable designs, etc., which quickly became popular. At the recent fashion week, the three shows he led shined and were truly the "top class" of the industry.
Y/PROJECT is led by Glenn Martens, with a pioneering and avant-garde style, it is enthusiastically sought after by international A-list star singers, top supermodels, European and American hipsters, and is also loved by many top artists and stars in China.
In the limited edition of the Y/PROJECT x FILA co-branded collection, Glenn Martens has given FILA classics including T-shirts, hoodies, polo collar dresses, trench coats, and sneakers a Y/PROJECT style. You'll find Y/PROJECT's signature "deconstruction, creative cut and neutral silhouette". Y/PROJECT's iconic elements appear in chic collars, stitched and reconstructed trousers, twisted cuffs, and superimposed pleats, making the retro and elegant FILA unique, extremely eye-catching, full of avant-garde fashion.
THE REASON FOR THE COOPERATION WITH FILA STEMS FROM THE MUTUAL ALIGNMENT OF THE TWO BRANDS' CONCEPTS IN THE FIELD OF FASHION: Y/PROJECT'S UNIQUE FASHION ATTITUDE AND DESIGN STYLE, INTERPRETING THE BRAND'S AVANT-GARDE AND PIONEERING SPIRIT, AND HAS BEEN HIGHLY RECOGNIZED BY THE FASHION INDUSTRY; AND FILA, POSITIONED AS "HIGH-END SPORTS FASHION", HAS BEEN BOLD, OPEN AND YOUNG TO CONTINUOUSLY BREAK THROUGH THE BOUNDARIES OF FASHION AND SPORTS, EXUDING A CHARM THAT IS IRRESISTIBLE TO THE FASHION CROWD, AND IN A NUMBER OF SPORTS BRANDS, IT HAS EMBARKED ON A DIFFERENT AND PERSONALIZED ROAD.
It's worth mentioning that Glenn Martens spent a lot of time and effort creating the co-branded series because he believed that "FILA wants to really do something creative and expressive" and that "it's a series of co-branding", not a combination of 2 logos.
From this, the co-branded collection we see is a perfect blend of the styles of the two brands. The Tracksuit (sports suit) in this collection is both avant-garde in the deconstructivism of Y/PROJECT, and has the characteristics of FILA movement, retro and elegance, which is very special. The Polo dress in this joint design is Glenn Martens's inspiration for the famous Björg Borg Tennis T, with FILA blue, white and red colors, and the design team deconstructs and restructures the trend elements and the century-old DNA of the blue-blooded noble FILA, carefully creating a unique fashion style and clever details to perfectly modify the collarbone.
AS A LEADING BRAND THAT HAS MAINTAINED RAPID GROWTH IN THE FIELD OF FASHION SPORTS IN RECENT YEARS, FILA'S HIGH POPULARITY IS INSEPARABLE FROM ITS LONG-TERM CREATION OF BRAND FASHION POWER. AMONG THEM, ESPECIALLY THE JOINT NAME WITH FASHION BRANDS AND THE HELP OF MANY STARS ARE THE MOST ENJOYABLE.
Looking back at FILA's past co-branding objects, there are both high-end global first-line luxury brands such as FENDI, as well as the emerging American fashion brand 3.1 Phillip Lim, which is highly sought after by Hollywood movie stars, as well as White Mountaineering, a Japanese high-end outdoor trend brand widely loved by young people, and C.P. C.P. , italy's top outdoor brand founded by "the godfather of urban sportswear" Massimo Osti. COMPANY and so on. What they value is FILA's high consumer popularity in the high-end sports field, the continuous brand popularity, the huge brand potential that is continuously developed, the rising brand value, and the hard-to-measure fashion fans. These joint cooperation not only expands the fashion connotation of FILA high-end sports fashion, but also allows more people in the fashion industry, especially young people, to know FILA.
NOT ONLY THAT, FILA'S UNIQUE FASHION CHARM HAS ATTRACTED MANY STARS TO HELP. CAI XUKUN, GAO YUANYUAN, HUANG JINGYU, JIANG SHUYING, NI NI, QUAN ZHIXIAN, ZHANG YIXING, A STRONG STAR LINEUP IN DIFFERENT PRODUCT LINES, AFFECTING DIFFERENT AUDIENCE GROUPS, MAKING THE BRAND IMAGE OF FILA'S HIGH-END FASHION MOVEMENT MORE ABUNDANT, AND FURTHER STRENGTHENING FILA'S HIGH-END FASHION TEMPERAMENT.
Today, the collaboration with Glenn Martens once again reflects FILA's super fashion acumen and influence in the international fashion world, and it has to be said that FILA's haute couture fashion positioning is once again demonstrated.
The Y/PROJECT x FILA co-brand series has been pre-sold on April 15 at the official tmall FILA flagship store, and will be released on the OFFICIAL FILA website and 14 offline stores on April 25. If you want to get up close and personal with the new FILA sports products infused with Y/PROJECT design elements by Glenn Martens, and if you want to put the same Y/PROJECT x FILA joint collection unique at Paris Fashion Week, you can't miss the rush to buy it.
