In ‘Bellissimo’, CASA FILA celebrates the brand's heritage

This summer, the historic Italian clothing brand FILA inaugurated a new era with the Bellissimo campaign and the launch of the new FW24 CASA FILA Collection. At the heart of the project is the brand's heritage, which, through a traditional yet reimagined collection, emphasizes athletic performance and style, the main pillars of the company's identity. The Bellissimo campaign reinterprets the concept of a country club by creating an inclusive and refined atmosphere in the Bellissimo Country Club, where sport and play intertwine to form a modern lifestyle. The centerpiece of the campaign is the CASA FILA collection, which reflects this spirit by combining classic FILA designs with a modern touch. In a curated assortment designed specifically for the contemporary athlete, the collection includes adaptations of FILA classics such as the famous Polo BB1, reimagined in technical materials, and tennis outfits. FILA thus celebrates its versatility with a new line capable of adapting both to the field and street style, telling the brand's story while also revolutionizing it.

On the occasion of the launch of the Bellissimo campaign and the CASA FILA Collection, the brand's global president Todd Klein emphasized how the return to roots represents the best choice for FILA, which has the opportunity to respond to the evolution of sports such as tennis and running by telling its story to enthusiasts. «FILA has an incredibly rich 113-year history in sports, and a key factor has been the brand's absolute focus on creating products and experiences for consumers seeking performance and style,» said Klein. «Now we are focusing on what made FILA so iconic over the years: timeless design, devotion to quality, and, above all, products that help people perform better.» Celebrating the past for FILA also means laying the right foundations to dive with the right creativity into the contemporary fashion and art scene, with special collaborations — an example being brand ambassador Björn Borg — along with established figures in the world of music, fashion, and art. While for Emily Maxey, SVP Marketing of the brand, the Bellissimo campaign is «FILA’s toast to living life to the fullest, an invitation to experience the fullest and most aspirational expression of FILA», for Andy Barr, SVP Product, CASA FILA is «a first glimpse of what's to come.»