FILAPEDIA: TREND
Words are important. That is why we created FILAPEDIA – an encyclopaedia of FILA words.
Today’s word is borrowed from English: trend. It is the perfect way to describe FILA’s recent fashion journey.
The word comes from the verb to tend (to lean towards). It refers to long-term shifts in society – whether demographic, economic, or cultural. In the digital age, the word has taken on a new role. On X (formerly Twitter), Trending Topics list the ten most discussed subjects worldwide, offering a snapshot of what people are talking about.
Here, though, we focus on the meaning of ‘trend’ in fashion, looking at how FILA connects its sportswear heritage with the world of style. FILA has always been attuned to trends: the clean minimalism of the 1970s, the neon colours of the 1980s, and the street-style wave of the 1990s. But only in recent years has the brand fully entered the fashion scene – with striking results.
It started in 2016, when Russian designer Gosha Rubchinskiy presented a collection at Pitti Uomo in Florence. Known for his focus on subcultures, he reimagined sportswear brands from his youth. One standout piece was a FILA hoodie in the brand’s classic red, white, and blue, updated with his Cyrillic lettering on the central logo. This moment marked a turning point: high fashion began embracing activewear.
Two years later came Fendi Mania, a collaboration that began almost by accident. London-based artist HEY REILLY had posted playful mashups of brand logos on Instagram, including FILA and Fendi. What could have been a legal dispute instead became a bold partnership. The capsule debuted at Milan Fashion Week in 2018, with the blessing of Karl Lagerfeld and the support of stars like Nicki Minaj and Gigi Hadid.
Between 2019 and 2020, FILA returned to Milan Fashion Week with three runway shows. Creative directors Josef Graesel and Antonino Ingrasciotta gave the brand a fresh identity, transforming its sporting heritage into a new urban narrative.
Since then, FILA has continued to make its mark: in Paris with Y/Project (2021), in London with ROKSANDA (2022), and in Manchester with a special show by Haider Ackermann for Spring/Summer 2023. Trends will always change – but FILA’s strength is knowing how to move with them while staying true to its roots.
What do you want to wear this spring?
What do you think is the new thing?
—Lady Gaga, Donatella (2013)
I’ll stop wearing black when they invent a darker colour.
—Christina Ricci, The Addams Family (1991)
