FASHION: FILA X Y/PROJECT

 

FILA X Y/PROJECT
Experimental innovation of fashion movement and deconstruction advanced sports fashion Y / Project x FILA co branded series are on sale at the Paris fashion show
On the occasion of the 110th anniversary of the establishment of FILA, an Italian high-end sports fashion brand, Y / project, a highly popular deconstructive fashion brand operated by well-known designer Glenn Martens, launched a joint series with FILA, which perfectly integrates the bold design style of Y / project with FILA's sports gene, stunning the four. Now, the same Paris fashion show of this co branded series is listed globally on April 15.
In today's fashion world, no one can ignore the existence of ghostly designer Glenn martens. The winner of the French andam fashion award is as famous as the design director of Hermes and Maison Margiela. Once majoring in interior architectural design, after entering the field of fashion design, he introduced the "Deconstruction" aesthetics of "subversion, destruction and anti tradition" in the field of architecture into fashion design, forming a highly recognizable "Deconstruction" high street fashion style - stacked folds, exaggerated and interesting silhouettes, twisted collars, spliced and reconstructed trouser waists, asymmetric and removable design, etc., which quickly became popular. In the past 2022 spring and summer Paris Gaoding fashion week, he was in charge of three shows at the same time, which was truly the "top class" of the industry.
Y / project is led by Glenn martens. With its avant-garde and avant-garde style, Y / project is wildly sought after by international first-line stars, top supermodels and European and American trendsetters. At the same time, it is deeply loved by many top artists and stars in China.
For the Y / Project x FILA co branded series that will be limited to the market, Glenn Martens has given Y / Project style to FILA's key products, including T-shirts, hoodies, Polo neck dresses, windbreakers and sneakers. You can find y / project's iconic "deconstruction techniques, creative tailoring and neutral contour". The iconic elements of Y / project appear in the chic collar, stitched and reconstructed trousers, twisted trouser leg lines and superimposed folds, making the retro and elegant FILA unique, extremely eye-catching and full of avant-garde fashion.
Y / Project x FILA co branded series
The reason why we cooperate with FILA is that the concepts of the two brands in the fashion field agree with each other: Y / project's unique fashion attitude and design style interpret the avant-garde and pioneer spirit of the brand, which is highly recognized by the fashion industry; FILA, which is positioned as "high-end sports fashion", has been breaking through the boundaries of fashion and sports with a bold, open and young attitude, emitting irresistible charm for fashion people, and has walked out of a distinctive and personalized road among a number of sports brands.
It is worth mentioning that Glenn Martens spent a lot of time and energy in creating the co branding series, because he believed that "FILA wants to really do something creative and expressive", and that "this is a series of CO branding", rather than a combination of two logos.
Therefore, the joint brand series we see is the perfect integration of the two brand styles. Tracksuit in this series not only retains the avant-garde style of Y / Project deconstruction, but also has the characteristics of FILA sports, retro and elegant, which is very special. Glenn Martens took the famous BJ ö Borg tennis t as the inspiration and added FILA blue, white and red colors. The design team deconstructed and reorganized the trendy elements and the century old DNA of blue blood aristocrat FILA, elaborately created a unique fashion style and ingenious details, and perfectly decorated the clavicle.
As a leading brand that has maintained rapid growth in the field of fashion and sports in recent years, FILA's high popularity is inseparable from its long-term creation of brand fashion power. Among them, the co branding with fashion brands and the support of many stars are the most interesting.
Looking back on the past joint names of FILA, there are not only the global first-line luxury brands such as Fendi, but also the emerging American fashion brand 3.1 Phillip Lim, which is deeply sought after by Hollywood stars, as well as the Japanese high-end outdoor trend brand white mountaineering, which is widely loved by young people, and the Italian top outdoor brand C.P. company founded by Massimo Osti, the "godfather of metropolitan sportswear", and so on. What they like is FILA's ultra-high popularity among consumers in the field of advanced sports, continuous brand popularity, huge brand potential that has been continuously developed, rising brand value, and fashion fans that are difficult to measure. These joint cooperation not only expanded the fashion connotation of FILA high-end sports fashion, but also made more people in the fashion industry, especially the young people, know the distinctive FILA.
(can you put the pictures of clothes co branded by FILA and these brands here)
Moreover, FILA's unique fashion charm has attracted many stars. From CAI Xukun, Ouyang Nana, Kimura Guangxi K ō Ki, to Huang Jingyu, Jiang Shuying, Gao Yuanyuan, and then to Zhang Yixing, Ni Ni and Quan Zhixian, the strong star lineup affects different audience groups in different product lines, enriches the brand image of FILA's advanced fashion sports and further strengthens FILA's high-end fashion temperament.
Now, the cooperation with Glenn Martens has once again raised FILA's fashion tentacles to the level of international fashion pioneers, which has to be said to be the ultimate display of FILA's high-end sports fashion positioning.
It is reported that the Y / Project x FILA co branded series will be limited to market in... (Channel: tmall / online) on April 15. If you want to feel the new FILA sports product injected with Y / project design elements by Glenn Martens, a design genius, and want to wear the unique Y / Project x FILA co branded series of Paris fashion week, you must not miss the rush purchase.

FILA unites with French label Y/PROJECT to further innovative the daring spirit of the brand in a collection that emphasises individuality and independence through unisex designs. This collection radiates a bold streetwear feel made bolder by the graphic play of juxtaposed logos. Creative design features such as double collars and asymmetrical button features, allows for multiple ways to wear. Everyone can create their own style identity with FILA.
Y/PROJECT x FILA will be revealed during the Y/PROJECT fashion show on June 27th at 4pm . Tickets available from selected retailers and on www.yproject.fr 



Further collision of advanced sports fashion: limited opening of Centennial Y / Project x FILA joint series
Deep embrace fashion high-end sports fashion Y / Project x FILA joint series on sale
Y / Project x FILA joint hard core series on sale! See how FILA embraces advanced sports fashion
A new work of Centennial senior sports fashion is added, and the Y / Project x FILA co branded series is officially coming
On April 15, FILA, a high-end fashion and sports brand, and Y / project, a pioneer fashion designer, jointly launched the limited fashion series, which was officially launched worldwide. The designer Glenn Martens and brand Y / project jointly signed by FILA this time have a long history. At the autumn and winter fashion week in Paris and Milan in 2022, Glenn Martens took charge of three heavyweight fashion shows at the same time, and was rated as "the world's first outstanding designer in 2022" by the New York Times. In the past few years, with his unique deconstructive design style, he led the designer brand Y / project to become popular rapidly, which is sought after by many international stars and fashion supermodels. Many domestic first-line stars are also its loyal fans, and xiaohongshu fashion bloggers are also competing to be the first blogger of Y / Project. Now, FILA X Y / Project Co branded series is officially on the market, which means that trendy people can finally buy the same model of Y / Project x FILA co branded series that once appeared in Paris fashion week
Y / Project x FILA co branded series combines the representative architectural cutting and neutral contour of Y / project with the innovative power of century old FILA rooted in sports fashion and the iconic legendary blue and classic red tones to create a fresh and funny new high-level sports fashion series, which interprets the unique views of blue blood noble sports brand FILA on high-level sports fashion.
Continue the blue blood sports gene and redefine the high-end sports fashion
FILA, born in Italy, a country of fashion, was founded in 1911 and began to set foot in the field of sportswear in 1972. Different from others, FILA is not only involved in mass sports, but focuses on advanced sports such as tennis, aerobics, racing, water sports, skiing, golf and so on.
In 1972, FILA began to launch white line tennis knitwear. FILA broke the Convention in tennis sportswear and used colorful and eye-catching patterns. With the popularity of color TV in the 1970s, FILA began to be popular all over the world and realized the fashion change of tennis sportswear.











VIDEO CAMPAIGN
FILA unites with French label Y/PROJECT further innovating the daring spirit of the brand in a collection that emphasises individuality and independence through unisex designs. Radiating a bold streetwear feel，creative design features allow for multiple ways to wear so everyone can create their own style identity with FILA.
Y/PROJECT x FILA will be revealed during the Y/PROJECT fashion show on June 27th at 4pm.
FILA unites with Y/PROJECT further innovating the daring spirit of the brand in a collection that emphasises individuality and independence through high fashion unisex designs.  Creative design features allow multiple ways to wear - everyone can create their own style identity with FILA. 
The limited edition Y/PROJECT x FILA collection drops worldwide April 15th.
Redefining high end sports fashion one again! 
FILA unites with Y/PROJECT, further innovating the daring spirit of the brand in a collection that emphasises individuality and independence through stylish unisex designs.  Advanced creative design features allow multiple ways to wear - create their own fashion sports style identity with FILA.
The limited edition Y/PROJECT x FILA collection drops worldwide April 15th.

FILA and Y/Project reunite for a second time in this video collaboration. A campaign directed by Frederik Heyman and Kamiel Doens to celebrate FILA’s 110th anniversary. Channeling the spirit and innovativeness of FILA’S new collection, flying above and beyond in diverse adaptable unisex styles. Pioneering high end sports fashion design technology individually and together in collaborations, FILA continues to soar to the top. Y/PROJECT X FILA S022 collaboration has launched and taken off NOW!

Presenting FILA and Y/Project collaboration video campaign directed by A-lister projects award winner Frederik Heyman to celebrate FILA's 110th anniversary. Channeling the spirit and innovativeness of FILA's new collection, flying above and beyond in diverse adaptable unisex styles. Pioneering high-end sports fashion design technology individually and together in collaborations, FILA continues to soar to the top. Y/PROJECT X FILA SS22 collaboration has launched and taken off NOW!

#yproject #yprojectxfila #filaglobal

Redefining high end-sports fashion once again! A 2021 Paris fashion week headliner.

FILA unites with Y/PROJECT, further innovating the daring spirit of the brand in a collection that emphasises individuality and independence through stylish unisex designs. Advanced creative design features allow multiple ways to wear - create consumers' own fashion sports style identity with FILA.

The limited edition Y/PROJECT x FILA 2022 ss collection drops worldwide April 15th.

#yproject #yprojectxfila #filaglobal

FASHION: the signature, the brand name

“Fashion & Society”, the article by Pierre Bourdieu and Yvette Delsaut 

“The fashion designer and his signature: contribution to a theory of magic”

 helps us to identify the logic of functioning of the fashion field, polarized between former dominant actors and new contending actors. Focusing more precisely on the mechanisms for creation of value from fashion brands, let us now study the second part of the text. How do fashion brands create value? Is this value based entirely on material considerations (quality, know-how, etc.)? What is the importance of fashion discourse?

The magic of the “signature”

First of all, both sociologists note that it is impossible to conceive the value of a symbolic good from the perspective of its materiality, since they consider that the simple signature is endowed with its own value. This leads them to define the production operation as “an operation of symbolic transubstantiation irreducible to a material transformation”, in particular through the imposition of a signature. This is how the licensing and diversification strategies put in place by couturiers in the 1970s can be understood. Cardin, Féraud or Lapidus decided to transfer the material manufacture of some of their products to other companies (licensees), only to end up imposing their brand against a royalty of 5% of the turnover achieved, following a pure symbolic logic. While the strategy is ultimately comparable to literary and musical production, where the author generally entrusts the production and distribution to others, the fact remains that we do observe an operation of separation between the material and symbolic part of the production. This can be seen for instance with Saint Laurent’s latest attempt of diversification for the opening of its Rive Droite boutique. By producing various objects in partnership, the company essentially imposes its logo without producing it itself, the operation obviously having an impact on the value and price of the product. “If there is one case where we do things with words like in magic, even as in magic (if the magician never does anything other than sell with words the idea that he does something with words), it is in the world of fashion” say Bourdieu and Delsaut, drawing the analogy between magic and fashion brand, between magician and designer.

The arbitrary value creation

Bourdieu and Delsaut highlight the purely arbitrary logic of value creation operated by fashion labels, a creation that is particularly effective because it is based on the “collective ignorance” of consumers. Their creation is identified as a “symbolic capital transfer operation (…) by which an agent or, more precisely, an institution acting through a duly mandated agent, invests a product with value”, the creator’s power being his “ability to mobilize the symbolic energy produced by all the agents involved in the operation of the field”. The press is one of them, as are buyers, loyal customers or competing creators. It is therefore a question for a brand to rely on this network of actors - the field of haute couture - to arbitrarily endow a tangible product with an intangible and symbolic value. Like painting, whose value cannot reside solely in its technical aspect, and is based on a network of critics or galleries, fashion also consists of a media field, a network of buyers and competing designers. This is how we can read the success of some fashion designers and suggest that this success can, more than the quality of their products, be based on an “objective collusion of interests” of the actors of the field.

The celebratory function of the fashion discourse

Thus, fashion discourse only serves a celebratory function or a “performative enunciation”, under the pretext of an apparent objectivity. Let us mention here the case of Vogue. If the successive clothing objects are haloed with an apparent descriptive objectivity, the fact remains that they essentially aim at an advertising logic intended to crown certain products to the detriment of others. The whole effectiveness of the system depends on the fact that its own actors are not necessarily aware of it. Can a journalist sincerely believe in a designer’s genius and praise him without being aware that he is an indirect part of this logic of consecration and increase of the symbolic capital of the creator? 
And it is precisely competition between actors in the same field that tends to hide this arbitrary production of value from consumers and divert their “revolutionary energy”. A consumer disappointed by designer X can certainly switch to designer Y, but his energy will not go against X and he will not challenge the collective ignorance mechanism in place, hence this form of “stability through change” typical of the fashion field.

Fashion and its consecration cycle

As an operation of “transubstantiation” and “ontological promotion” of the material product, the fashion label takes place within what the two sociologists call a “cycle of consecration”. If the production of a material good, a garment in this case, obviously starts from material production, the fact remains that it continues well beyond that. The authors take here the example of Van Gogh in that it would be naive to believe that the painter’s production work is limited to the simple act of painting, this one being accompanied by his journey, his cut ear, as well as his many adventures. Similarly, in the field of fashion production, a Chanel bag is symbolically accompanied by the entire mythified history of G. Chanel, but also by that of K. Lagerfeld, and is not limited to its simple production.

Bourdieu and Delsaut also note that the cycle of consecration of a symbolic good is directly proportional to the importance and length of its consecration circuit. A “good” symbolic capital therefore implies a long consecration cycle, based on a multitude of actors. It is certain that a fashion designer who would only be praised by an article from an obscure fashion magazine cannot benefit from a significant symbolic value. On the other hand, if the designer succeeds in involving buyers, the media and collecting a lot of praise from other designers, it will be much easier for her to build up a strong symbolic capital, obviously associated with the success of her clothes.

The second part of Bourdieu and Delsaut’s article therefore brilliantly contributes to the understanding of the mechanism responsible for the value of the fashion object, oscillating, like many sectors of symbolic production, between material and immaterial elements. More than just material design, the role of the fashion designer is defined by his ability to mobilize a multitude of actors in order to increase his symbolic capital, directly depending on the success of his brand or the company she manages.

FASHION: Jacquemus, a life of fashion

Simon port Jacquemus' fashion brand 

how it started: 

"At the age of 7-8, when I started to instinctively make a skirt for my mother, I cut a linen curtain, I put laces of Converse and I made a skirt. It was doing something like that, spontaneously. My mother wore it and she said "that's beautiful". I wanted to do fashion really to tell stories. It was mostly that, it was not the obsession with a garment, it was the obsession to say something, to tell a piece of yourself through this prism. The stories that I had in mind, it was simple stories, stories of women in the south of France, a woman who takes her car, who goes to the beach. I was inspired a lot by television and the cinema. But in fact, younger, I still had obsessions, whether to play roles, even in my way of getting dressed, taking pictures, to share with people moments of my life. Already at 14-15 years old, I did what I'm doing today. I created stories and I published on the internet. Instagram did not exist, but I already had Instagram. For me, it's innate and the picture is my first obsession. I had to have my high school degree to go to fashion school. I had this high school degree, I came to Paris. It was September, and in October I lost my mother."

Simon dropped out of school and started his brand in honour of his mother he named it Jacquemus. through the use of the French press he began to get noticed, from Vogue to Biba. and it quickly transpired from here, with a huge passion for painting and the influence of movies and shows, Simon became more and more recognised and sought after, using the inspirations and his artwork and incorporating it into his designs. 

he reflects:  :In 10 years, nothing has really changed fundamentally. I feel like I've stayed the same, down to earth. Because fashion is 6 months work, 24 hours madness, and 6 months work for the future. I have been trying since the beginning to have the same message, to share a lot of positivity, a lot of good energy. I think it's a very solar fashion. It's about being sincere with oneself, always listening to yourself, saying no, saying no, a lot. Not taking advice, or some of them, but balancing out who we really are. It has not changed. I do not create for celebrities. They do not necessarily inspire me to create. I create a story first. After, it's always a real recognition I think today to have all the celebrities who are customers, who really buy on the online shop, who support the brand. For me, it's great. There were big steps like that, I remember the first time I saw Kendall Jenner in Cannes, my home town, in "Santons de Provence", or Rihanna also in "Santons de Provence". This is the name of my collection. It was for me revealing, something was happening I think. As fast fashion is indicative of a success, celebrities are also one I think. Being copied is for me a "Palme d'or".

https://www.jacquemus.com/?v=7516fd43adaa

https://www.youtube.com/watch?v=_cxRj476Apg

Fashion: 50s fashion

with the end of the war women could start to expand their fashion wardrobe, no longer having to cut corners and dress in an austere colourless way women now had lots more freedom and choice when it came to style.
the silhouette had 2 looks, the 50s Dior "new look" style with the tightly fitted waist and flared skirt while others preferred the fitted pencil skirt look. both figure hugging to the female form.

volume frills and patterns often with collars with a typical look for the Dior style, the voluminous size of the skirt was impractical albeit fun.

designers who have taken inspiration from this include: JPG, Betsy Johnson, 

a new aspiring designer soon came to the forefront, balenciaga from Spain,

Balenciaga is a luxury fashion house founded in Spain by Cristóbal Balenciaga, a designer born in Guetaria, Spain. The brand is now owned by the French multinational company Kering. Balenciaga had a reputation as a couturier of uncompromising standards and was referred to as "the master of us all" by Christian Dior
https://www.harpersbazaar.com.au/fashion/history-of-balenciaga-19170

starting off with the bigger fuller silhouette he soon moved to a more smoother fitted one, more shaped, moulded, tailored and draped, and often favouring triangular shapes over the bodice, a master of drama and design.

designers who have taken inspiration from him include: Gareth Pugh, Dior

A new sub group of fashion also appeared in this era, the young adult teen, with the economic boom and the baby boom and subculture of teenagers was also born, no longer were kids and young adults dressed in miniature styles of their parents.
with innovations and popularity of readily available radio tv and music, teens become an influence to designers as many now had allowance and money from part time jobs and wished to use their fashion choices to express character and personal freedom, music and dance was a popular medium to express themselves as well.

the most popular piece was the whimsical poodle skirt made from felt, and the dungaree's of the rivet era via denim jeans.

designers who have drawn inspiration from this for their designs included, Rodarte, Balmaine,

the 2 biggest icons of the pop culture 50s were Audrey Hepburn and Marilyn Monroe. incorporating femininity and dominating the Media world of Hollywood movies and magazines. Monroe favouring a V neck showing of her curves whilst Hepburn a fitted tailored look for her petite slim frame.

designers have used both stars styles as sources for their collections such as Versace, Valention, Victoria Beckham,

FASHION: paris fashion week show