FILA
Breaking boundaries and rewriting the rules
Industry
Fashion & Sportswear
Project
Curve Collection Campaign
Scope
Creative Direction
Art Direction
Campaign Strategy
Brand Storytelling
Commerce
With a heritage spanning more than a century, FILA has built its identity around the intersection of sport, fashion, and individuality. Its Curve Collection marked a significant step forward for the brand, introducing extended sizing up to 5X and bringing its iconic style to a broader audience.
Drawing inspiration from FILA’s unmistakable 1990s streetwear aesthetic, the campaign celebrated confidence, self-expression, and personal style. Set against the streets of downtown Manhattan, the imagery brought a contemporary energy to the collection, capturing the attitude and individuality of the women at its center.
The creative direction connected FILA’s sporting heritage with a more inclusive vision of fashion, presenting the Curve Collection as a natural extension of the brand’s longstanding spirit of originality and individuality.
Project
Hitting the streets
Campaign imagery is rooted in FILA’s iconic 90’s street-style looks and shot in the streets of downtown Manhattan by fashion photographer Anastasia Garcia—a pioneer in the body positive movement.
Being an original means staying true to yourself.
The FILA design team crafted each item for incredible fit, using design elements that consider curves and a plus size fit model.
Being an original means staying true to yourself.
It’s all in how you wear it—you call the shots.
“We wanted to introduce our Curve Collection to as diverse a range of customers as possible”
— Jennifer Estabrook, President of FILA North America
Photography by Anastasia Garcia
Styling by Tina Latonero