Astrid Andersen and FILA Debut the FILA Fjord Line
The new chic FILA Fjord line is presented at Pitti Uomo. The stunning and modern Fall/Winter 2019 collection seems to be a refined aestheticization of the sportswear company's silhouettes. Completed in collaboration with Astrid Andersen, the offerings feature "references to FILA's [...] heritage" and "contemporary designer wear." It is said that the capsule takes cues from the brand's "Measure of Perfection" slogan.
Luxe materials -- like natural cashmere, are used in the construction of the garments. The muted color palette of the FILA Fjord line is subtly broken by occasional hits of mustard yellow and red. Bringing together the philosophy of both the sportswear company and the fashion designer, the offerings exhibit the intersection of technical appeal and comfort with a contemporary style-forward identity.
Luxe materials -- like natural cashmere, are used in the construction of the garments. The muted color palette of the FILA Fjord line is subtly broken by occasional hits of mustard yellow and red. Bringing together the philosophy of both the sportswear company and the fashion designer, the offerings exhibit the intersection of technical appeal and comfort with a contemporary style-forward identity.
Trend Themes
1. Refined Sportswear - Disruptive innovation opportunity: Develop sportswear collections that elevate athletic aesthetics with refined materials and contemporary design.
2. Collaborative Fashion - Disruptive innovation opportunity: Foster collaborations between fashion designers and sportswear companies to create unique and integrated collections that merge heritage with modernity.
3. Luxury Athleisure - Disruptive innovation opportunity: Combine luxury materials and muted color palettes with occasional pops of vibrant colors in athleisure collections for a sophisticated and fashion-forward look.
Industry Implications
1. Sportswear - Disruptive innovation opportunity: Innovate and refine traditional sportswear materials, designs, and silhouettes through collaborations with fashion designers to attract a wider audience and enhance brand perception.
2. Fashion - Disruptive innovation opportunity: Explore partnerships with sportswear companies to infuse athletic elements into fashion collections, offering a blend of functionality, comfort, and style to elevate the brand image.
3. Athleisure - Disruptive innovation opportunity: Combine luxury and high-performance materials in athleisure wear, creating versatile clothing that seamlessly transitions from workout to day or evening wear.
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