Highsnobiety

In a world where trends come and go faster than we can keep up, people crave something different–something real that they can connect with on a deeper level. FILA’s recently launched elevated line FILA+, does exactly that. 

Earlier this year, FILA introduced FILA+ under the creative direction of Lev Tanju. With a wink to the past and a bold embrace of the future, FILA+ leads the way through iconic silhouettes and innovative designs. Seamlessly blending nostalgia with top-notch materials and quality, it's a stylish nod to where the brand has been and where it’s headed next. Now, the brand is launching its first campaign, shot by American photographer and urbanite Ryan McGinley, known for capturing the essence of youth culture and authenticity. 

Shot amid the Tuscan countryside of Chiusure, Bagni San Filippo, Deserto di Accona, Val d'Orcia, and Montalcino, McGinley's lens captures the essence of these diverse landscapes. It’s a true celebration of the brand’s Italian heritage, further expanded with hero shots dripping in red, white, and green Italian pride. Using all sorts of mixed media formats, FILA+ aims to create an atmosphere that builds the brand's visual DNA with a new voice that is both loud and authentic.

Including a variety of new faces and real people in the shoot, McGinley makes the aim of the campaign crystal clear—FILA+ isn't just about what you wear, but about who you are. More than just showcasing a collection, the campaign focuses on introducing a new wave for the brand, putting authenticity at the forefront.

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