FASHION: FILA ANNOUNCE COLLABORATION WITH LUXURY BRAND HAIDER ACKERMANN
Thursday night in Manchester, England, Fila’s collaboration with cult luxury designer Haider Ackermann debuted at the Mayfield Depot. While an unlikely pairing, this collaboration has shed light on the power of repositioning through unpredictable luxury collabs. The runway event showcases Ackermann’s notoriously clean fit merging with the sportswear giant in a teaser that still leaves room for imagination. The line is set to release in the Spring of 2023.
Ackermann’s tests the waters of the sportswear market aesthetically precisely by staying true to core brand elements like avant-garde, technical and sophisticated approaches while still honoring the essence of Fila. This collection features a diverse mix of neons, pastels, stripe-patterned leggings, and windbreakers. The collection is a step away from the expected for each brand, where a new kind of genre is derived from experimental tailoring and balancing ritual components.
This joining of forces transcends past creative collaboration and adds strategy to business. In 2018, Fila’s collaboration with Fendi laid the groundwork for luxury relationships. Speaking on preserving the identity of both brands through collaborative processes, Fila Holdings CEO Kevin Yoon said, “When this translates into higher brand positioning and can also be conveyed into commercially successful stories, it means we have a perfect match. This is what happened with Fendi or Y/Project, and we will now see it with the Haider Ackermann capsule.” The hope for Fila is to use brand positioning as a source of competitive advantage, audience expansion, and customer loyalty in order to establish a consistent presence in sportswear and luxury markets.
Giztzzz… mAdE t.V!