As the guest designer at this season’s Pitti Uomo men’s trade show in Florence, Gosha Rubchinskiy embraced Italy by embracing its history.
For his spring ’17 runway presentation, held earlier this week, the Russian menswear designer featured styles from Italian heritage labels such as Kappa, Lotto, Sergio Tacchini and Fila.
Rubchinskiy’s Fila collaboration included men’s apparel and footwear that highlighted the athletic brand’s classic aesthetic. But the designer put his personal stamp on the product by featuring his name in Cyrillic alongside the Fila logo.
Fila has been laser-focused on unique collaborations of late. Jon Epstein, president of Fila North America, told FN last month that these partnerships connect with a consumer who appreciates the fusion of fashion and sport.
And the collabs are also providing the brand access to a new segment of retailers and designers. “You’ll see Fila in the most prestigious places in the world,” said Epstein. “Some important designers have contacted us and said, ‘How do we get involved? We see the trend coming, and we want to get in on this early.’ “
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