Fashionably Fit. Intersections of sport and fashion

With its return to the Milan Fashion Week runway last March 1, FILA revived one of its most distinctive aspects: the dialogue between sport and fashion. Long before it became a trend, the brand had already recognised the creative potential of the encounter between the aesthetics of the playing field and the language of the runway.

Drawing on this tradition of cross-disciplinary engagement, on Tuesday, March 31, the FILA Museum Foundation convened the inaugural study day in the conference hall of the FILA Brand Experience Center, providing an opportunity to examine the relationships, languages, and perspectives across seemingly disparate worlds.

9:00 Welcome

9:15 Symposium introduction

9:30 When sports are fashionable: the FILA Archive
Annalisa Zanni, Fondazione FILA Museum, Biella

10:00 Tennis, what a style! The Maglificio Maggia case study
Roberta Varoli, Archivio Maggia 1790, Occhieppo Superiore, Biella

10:30 Notes of contemporary sports
Daniele Menarini, Correre magazine, Milano

11:00 Towards a culture of fashion
Irene Calvi, Alma Mater Studiorum – University of Bologna

11:30 – 12:00: coffee break

12:00 Street Heritage. Italian sportswear and hip-hop culture
Giuseppe Gatti, University of Turin (online)

12:30 Cultures/Subcultures: a history of FILA’s catwalks
Daniele Licata, Fondazione FILA Museum, Biella

13:00 Women and sports, women are sports
Maria Canella, Accademia Unidee Fondazione Pistoletto, Biella

13:30 Reading streetstyle: urban culture in contemporary publishing
Francesca Spiller, Reading Room, Milano (online)

14:00 Final discussion