FW25 Fila Highlights
FW25 was the first season in a 3 year strategy to unite the global and licensee partners under one holistic brand direction around color, materials and graphics which will be expanded on through 2026 and beyond.
It was also the first time the strategy and direction was executed at multiple touch points from product through to brand campaign.
This seasons work set the foundation to grow and expand FILA’s storytelling around tennis majors, athlete activations and historic brand stories. This was also the first season where product was segmented from brief handover through development phase.
Bellisimo
Principles
FW25 is the season for:
-
Have a clear and concise voice around the FILA design language. Future Archive.
-
A design language shared across FILA to create a holistic look and feel for all consumer touch points.
-
A considered thoughtfulness around design choices. Material. Colour. Graphics. Silhouette.
Colour is:
-
Authentic to FILA and our new design language while still rooted in our history.
-
Colour that is shared across FILA to create a holistic look and feel. Palettes that are built to work across performance, sportswear and archive.
-
Colour application should be intentional. Colour add’s value and is a reason to buy. We need to be more considerate about how we use colour to bring product to life.
Establish:
-
Establish fundamental core colours for FILA that allow a consistent visual across our most used shades. Allow accounts to invest in long term basics that can be rebrought and form the basis for all palettes.
-
Anchor the visual identity through historical DNA shades that bring a sense of recognition and nostalgia to consumers.
DNA shades add depth to seasonal palettes and can be key colours for the season.
Sportswear
The future of premium Italian sportswear.
Versatile product designed for the active lifestyle.
The future of the FILA archive.
Range Architecture
Archive
Authentic celebration of past icons.
Honest re-editions from the past, Archive captures the collective memory of FILA’s history.
Performance
Enabling athletes to change the game.
Performance enhancing, unapologetic style.
Fitness
-
A layered system of dress—selected materials and product that allows athletes to move from one occasion to another with minimal effort.
-
Explore sweat proof designs, moisture wicking materials, and strategically placed gussets to allow athletes to feel and look great.
-
Meet customer needs through elegant, sleek and minimal design (pocketing in unique and luxurious ways).
Seasonal Focus
Casa Knitwear
-
Embracing the virality and spirit of Gen Z, the FW25 Heritage Statement collection, boldly blends heritage with the unexpected to deliver Premium Italian Sportswear for Men's and Women's.
-
This Best Level “Casa Fila”-esque capsule boldly shares our DNA with 7 stripes detailing. It’s a continuation of the country club > to the club while reflecting the relevance of today’s customer.
-
The target for this line is Premium, Tier 1, and a style conscious customer looking for premium Italian Sportswear.
Game Level
-
Establish key item business through iconic FILA silhouettes and with iconic FILA design language.
Court to club at accessible price points.
-
Introduce a table top tee program at key retailers at an entry level price point that capitalizes on Casa FILA language and DNA.
The FILA linear logo is a key attribute of all graphics.
-
New development of fleece material that add’s value to key silhouettes, sweatsuits and hoodies.
Increase comfort value while adding a quiet luxury aesthetic.
Project Highlight - Sportswear
Responsibilities on this project include:
- Setting seasonal palette and Direction - Working with the APP team (Design and Marketing) on merchandising and range architecture - Mens and Women’s material selection for FTW - Design and Application of color to all women’s Footwear - Oversight and Guidance to the mens Color Designer to ensure range cohesion and merchandising -
-
Q3 Colour Direction
Soft, soothing tones that evoke a calming effect especially when applied to soft layers. Outfit dimension is key
-
Q4 Colour Direction
Saturated darks add depth and dimension, bi-tonal complimentary shades add layering opportunities to outfits
-
Mens Merch Board
-
Womens Merch Board
Project Highlight - Knitwear
Responsibilities on this project include:
- Color palette selection - Range Planning of key items with Product Marketing team - Range Merchandising with sales teams - All color and material selection (mens and women’s) for all FTW products in the collection - Color selection of APP items including trim developments -
-
Q3 Colour Direction
The vintage versions of Fila Red and Navy not only evoke a sense of nostalgia but also seamlessly blend with these new contemporary styles, making them transcend seasonality. We also created a cross-merchandising opportunity with our US Open collection by integrating rich shades of Lavender Grey, to elevate the collection off court as well as on.
-
Q4 Colour Direction
We aim to capture the interplay of saturated dark hues in contrast with soft off-white tones for Q4. This unique blend creates a striking visual impact while maintaining a sense of sophistication and warmth. The rich colors add depth and dimension, making each piece not just an article of clothing, but a statement of style. Crafted with the finest materials, these knits provide both comfort and elegance, perfect for layering or standing out on their own.
