13 July 2024
 With the Paris Olympics just around the corner and the Wimbledon Championships in full swing, sport is the trend theme when it comes to fashion. In Austria, the highlight of sport & fashion was the presentation of the outfits of the Olympic team with pieces designed and produced in Germany. The massively shrunken fashion industry in Austria and the situation of the majority of small fashion design labels hasn't produced an output like in France, for example with the edgy luxury brand Jacquemus, which this week released its latest collaboration with Nike and gave a first taste of the games with an energetic video shot on the streets of Paris. It's not just the athletes who are getting the attention. Celebrity outfits are also a hot topic in Wimbledon coverage, from WWD to Vogue. Another brand that released an impressive video full of joie de vivre this week is Fila. Founded in Italy in 1911, Fila focuses on timeless Italian style, innovative textile technologies, and the partnership with athletes and creatives for its collections. The campaign video for the 'Casa Fila' collection, released two days ago on YouTube, makes it clear that the Italians have an unrivaled advantage: The Italian way of life! The 'Bellissimo' campaign, launched on several channels, shows Fila's commitment to the sharp edge where beauty and athletic performance meet. And this meeting is staged for the campaign in the 'Bellissimo' country club with golf, tennis, swimming. The plot is knotted around a pizza boy who arrives on his scooter to deliver the meal and crosses various scenes such as the tennis court and golf course including the relax and culinary sites of the country club as well. The short film is flavored with Italian dolce vita, including scenes of delicious-looking ice cream and spaghetti dishes. Highlights of the collection in the video are reinterpreted classic tennis looks, designed for both "on and off the court," according to the press release. Image of the Fila 'Bellissimo' campaign released on July 10, 2024. The 'Casa Fila' collection of men's and women's apparel and footwear launched the same day on www.fila.com. |