Celebrating its highly anticipated debut, FILA+ has been hosting a range of activations across influential fashion capitals worldwide.
The FILA+ label, helmed by Lev Tanju, was announced earlier this year as the modern sportswear arm of the heritage brand offering an elevated take on classic silhouettes with a mission to “merge tradition and modernity.”
Ushering in its new line and a key milestone in the brand’s history, the custom-built spaces of its physical activation series are not only a gathering point for its community and friends of the brand, but also serve as narrative-based storytelling for visitors to get an insight into its ethos and allowed people to engage with the new collection.
Kicking off in Tanju’s home city in August, Dover Street Market London was taken over with an installation and exclusive in-store cocktail event before heading to department store Selfridges for an immersive set-up that showcased the new collection and explored its Italian heritage. The next day, FILA+ took to Tokyo’s iconic Nubian Harajuku store with another installation and window takeover.
Making its mark at fashion week, its New York pop-up welcomed a plethora of familiar faces. As well as the collection, the space debuted its first campaign shot by Ryan McGinley. Furthermore, by channeling its sporting roots, the brand also hosted a courtside US Open experience alongside the development of exclusive colorways inspired by the ATP tournaments. While on the West Coast, The Webster Los Angeles had its own unique experience with an intimate dinner at the Chateau Marmont and an in-store installation
The most recent series of events took place at the Antonia store in Milan with a unique window installation and intimate event followed by a rare in-store panel talk with Tanju hosted at Seoul’s renowned Musinsa EMPTY Seongsu store last week.
See what went down at the FILA+ global activations in the gallery above. For more information on the brand and future campaigns, check out its official Instagram.
Click here to view full gallery at Hypebeast
