In 2007, people wearing a whole set of sports clothes, in addition to the group travel abroad with the dama ye, is the smelly straight men on the sports field, not fashionable, there is a bit of soil.
But who could have thought that in 2018, Athleisure became the most Lit trend, with even merriam-webster adding "Athleisure" to the dictionary.

The tuzhimen's sportswear,
It has long been a cultural phenomenon.

There have been a number of major fashion events in 2018, with Briton James Jebbia winning the CFDA's men's wear designer of the year award for being a Supreme chair.
And street sign OFF-WHITE host Virgil Abloh became Louis Vuitton's creative director of men's wear.

Both of these successful BOF people of the year, it is not hard to see the past high, inaccessible high fashion house doors have opened the door to sports fashion.
Hip Streetwear makes fashion the real Cozy is the new cool, creating a whole new genre.

Until then, "what makes you uncomfortable is chic" is one of the standards of high fashion. The 2010 Alexsander McQueen armadillo heels led Lady gaga to replace tendonitis.
And in "the devil wears Prada," Anne hathaway is no less bothered about wearing size zero.

But do hip people want to be buffeted by uncomfortable fashion? Chanle gao dingxiu in 2014, the first example of a sneaker pairing suit.
Also arranged a group of models in the supermarket to purchase food materials, can be said to be very close to life.

The rise of street culture,
It has achieved the plasticity of sports brand.

When the gap between street culture and high fashion is no longer unbridgeable, street culture, as a subculture, has long been an inspiration for high fashion. High fashion has become the mainstream of the street.
We can't imagine wearing a Total Look sporty and cool costume on Kendall Jenner in a few years. Today, we can't imagine that the retro sports culture could easily invade high fashion.

Kendall Jenner

Gosha Rubchinskiy x FILA

In addition to crossover collaborations between fashion brands like Gosha Rubchinskiy x FILA and Fendi x FILA, these crossover collaborations between fashion brands and sports-leisure brands have become examples of both good and popular.
There are also quite a few high-end fashion brands, such as Triple S shoes released by Balenciaga, Raf Simons, Rick Owens and other designers' combined work, which integrates the rigorous attitude and aesthetics of haute couture houses into street culture, and the functions of sports clothes into one, so that the casual sports clothes also have a high-level and trendy attitude.

Spring/summer 2019 milan fashion show
Nicki Minaj wore Fendi x FILA

As the first sports brand to make its debut on the main schedule of milan fashion week, FILA launched its ICONIC spring/summer 2019 collection.
In this show, FILA continued its century-old spirit of challenging fashion with sports, newly defined advanced sports fashion, and broke through the limitations of traditional sports brands to speak boldly to the global fashion field.

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FILA's milan fashion show was officially announced to the world that it will be a century of classic heritage, crossing the barriers of sport and fashion, integrating contemporary aesthetic elements, and fully elevating the brand to the vanguard of the high-level sport fashion movement, opening a new era of high-level sport fashion.
While elevating the brand to the vanguard, the model on the FILA SS2019Milan show was also "" vanguard" ". For example, at the age of 16, Victoria's secret became the most famous woman in the world.
Forbes' second highest-paid model in 2008, Isabeli Fontane.

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Besides, she helped Prada show in 2013. She once walked 63 shows in the autumn and winter 2015 fashion week, and Maartje Vergoef was ranked third in the world in the season.
And the big cousin liu wen in 2009 walked 74 shows to compare, not much less.

Former top model and black pearl model Joan Smalls also performed for FILA.

The supermodel was previously a black man who attended Chirstina Dior, Jean Paul Gaultier, Saint Laurent and Jason Wu.

FILA drew inspiration from the retro men's jumpsuits in the spring and summer 2019 series, creating modern jumpsuits featuring female lines. The use of "vanguard" supermodels to perform the new generation of FILA, to give the future sports leisure clothing brand new image shaping.
The whole show combines retro and modern styles, which is the sincerity of FILA to show for the public, trace the brand history, inherit and reform the brand gene.

Behind the superpowers,
However, it is overlooked that sports brands also have aesthetics and history.

The rise of streetwear and the rise of luxury sportsmanship reflect a radical change. People are more and more interested in comfortable clothes.
But the impact on the public, on the catwalk, became a trend, but it was also a double-edged sword. The sportswear brand has gained a lot of attention and consumption, but behind it, no one CARES about the brand's aesthetic and historical origin.

FILA, as a century-old sports brand, has a close relationship with sports superstars in the 20th century. Under the leadership of tennis superstar Bjorn Borg, Adriano Panatta and Paolo Bertolucci, FILA's iconic F Logo has become the highlight of the tennis court.
In addition, FILA provides clothing and equipment for internationally renowned athletes in the fields of basketball, mountaineering and golf.

In terms of fashion, many high luxury brands realize that the combination of fashion and sport is the market potential. For FILA, such "zeitgeist" is completely the daily life of FILA.
For example, the current popular string, family FILA played in 1975.

What is fashion? What is the trend? How to stay sane in the face of popular trends almost seems hard for millennial friends.
But being able to maintain your personal style in the environment and have an open mind is exactly what the FILA brand needs right now.

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