{"id":18110,"date":"2025-09-02T10:00:00","date_gmt":"2025-09-02T08:00:00","guid":{"rendered":"https:\/\/www.fondazionefila.com\/?p=18110"},"modified":"2025-09-30T10:00:43","modified_gmt":"2025-09-30T08:00:43","slug":"filapedia-trend","status":"publish","type":"post","link":"https:\/\/www.fondazionefila.com\/en\/portraits-gabriella-sabatini-2-2\/","title":{"rendered":"FILAPEDIA: TREND"},"content":{"rendered":"\n<div class=\"box-blog\">\n<p>\u00a0<\/p>\n<p><strong>FILAPEDIA<\/strong>, l\u2019enciclopedia delle parole <strong>FILA<\/strong>, ci porta oggi alla scoperta di un termine anglosassone, <strong>trend<\/strong>.\u00a0<\/p>\n<p>Originato dal verbo \u2018to tend\u2019 (derivare, tendere), identifica una tendenza di lungo periodo, dalle nature molteplici: demografica, economica, culturale. Pi\u00f9 di recente, trend \u00e8 stato adottato dalla comunicazione 2.0: su X, una volta noto come Twitter, i Trending Topics (o TT), sono la classifica dei dieci argomenti pi\u00f9 discussi a livello globale, e consultarli significa avere una mappatura pi\u00f9 o meno puntuale del mondo. In questa sede ci interessa la relazione tra la parola trend e la <strong>moda<\/strong>, per scandagliare le relazioni tra il nostro maschio sportswear preferito e l\u2019universo fashion.<br \/><br \/>FILA si \u00e8 sempre distinta per l\u2019abilit\u00e0 nell\u2019assecondare i trend: il minimalismo degli anni Settanta, i colori fluo degli Ottanta, la rivoluzione streetstyle dell\u2019era Nineties. \u00c8 solo in tempi pi\u00f9 recenti, per\u00f2, che ha corteggiato e si \u00e8 lasciata corteggiare dall\u2019universo fashion, con risultati sorprendenti. Tutto ha inizio nel <strong>2016<\/strong>, quando lo stilista russo <strong>Gosha Rubchinskiy<\/strong>, appassionato di subculture e contaminazioni, presenta a <strong>Pitti Uomo<\/strong>, Firenze, una collezione arricchita da pezzi firmati dai brand sportivi che hanno nutrito il suo immaginario giovanile. Tra essi spicca una felpa FILA con cappuccio a maniche lunghe, nei classici colori rosso, bianco e blu, con logo al centro e firma del designer in cirillico: l\u2019exploit, dirompente, inaugura una nuova era, in cui i marchi luxury cedono al fascino dell\u2019activewear.<br \/>\u00a0<br \/>Due anni dopo, nel 2018, il progetto <strong><em>Fendi Mania<\/em> <\/strong>costituisce l\u2019incontro con la casa d\u2019alta moda romana, sfociato, nel settembre dello stesso anno, nel debutto del brand biellese alla Milano Fashion Week. Nasce tutto un po\u2019 per caso, ovvero quando <strong>HEY REILLY<\/strong>, influencer formatosi alla Royal College of Arts di Londra, lancia su Instagram #FakeNews, serie di finte pubblicit\u00e0 che accostano marchi diversissimi tra loro. Quando il mix dei loghi FILA e Fendi viene pubblicato online, le due aziende considerano un\u2019azione legale, ma a un certo punto si dicono, perch\u00e9 no? <em>Fendi Mania<\/em> \u00e8 un progetto culturalmente impattante, benedetto da <strong>Karl Lagerfeld<\/strong> e amato da celebrities come Nicki Minaj e Gigi Hadid. \u00a0\u00a0\u00a0\u00a0\u00a0<br \/><br \/>FILA torna alla Milano Fashion Week in solitaria e con tre sfilate, tra il 2019 e il 2020: la direzione creativa di <strong>Josef Graesel <\/strong>e<strong> Antonino Ingrasciotta<\/strong> impone un\u2019immagine del tutto nuova del marchio, capace di mutare una lunga tradizione sportiva in una nuova narrazione urban. <br \/>Dopo Milano, FILA si impone anche sulle passerelle di Parigi (con <strong>Y\/Project<\/strong>, nel 2021), Londra (con <strong>ROKSANDA<\/strong>, nel 2022) e Manchester, con lo speciale fashion show orchestrato da <strong>Haider Ackermann<\/strong>, autore della collezione FILA Primavera Estate 2023.<br \/>I trend mutano, ma siamo certi che il brand continuer\u00e0 ad intercettarli in futuro, tutti.<\/p>\n<blockquote>\n<h4><em>What do you wanna wear this spring?<br \/>What do you think is the new thing?<br \/>What do you wanna wear this season?<\/em> <br \/><strong>Lady Gaga<\/strong>, <em>Donatella<\/em>, 2013<br \/><br \/>I\u2019ll stop wearing black when they make a darker colour.<br \/><strong>Christina Ricci<\/strong> in <em>The Addams Family<\/em> di Barry Sonnenfeld, 1991<\/h4>\n<\/blockquote>\n<p>\u00a0<\/p>\n<p style=\"text-align: center\">Vuoi ricevere &#8220;News dalla Fondazione&#8221;? Iscriviti subito <a id=\"link-wonnie-letter\" href=\"#box-newsletter-footer\">qui<\/a>!<\/p>\n<a class=\"box-go-homeblog\" href=\"\/blog\">Torna agli articoli!<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 FILAPEDIA, l\u2019enciclopedia delle parole FILA, ci porta oggi alla scoperta di un termine anglosassone, trend.\u00a0 Originato dal verbo \u2018to tend\u2019 (derivare, tendere), identifica una tendenza di lungo periodo, dalle nature molteplici: demografica, economica, culturale. Pi\u00f9 di recente, trend \u00e8 stato adottato dalla comunicazione 2.0: su X, una volta noto come Twitter, i Trending Topics [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":18164,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1032,1034],"tags":[],"class_list":["post-18110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","category-sport-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>FILAPEDIA: TREND - Fondazione FILA Museum<\/title>\n<meta name=\"description\" content=\"FILAPEDIA, the encyclopaedia of FILA words: the word \u201ctrend\u201d helps us explore the brand\u2019s journey into fashion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionefila.com\/en\/portraits-gabriella-sabatini-2-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FILAPEDIA: TREND - 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