Fila to create elevated line with Palace Founder at the helm
Just days after Fila appointed its first Global Brand President, it has announced that Lev Tanju, Founder of British streetwear brand Palace Skateboards, will join Fila as creative director of its new elevated Fila+ line.
Inspired by London's creative skateboard scene, Lev Tanju became a prominent name in streetwear after launching Palace in 2009. Despite taking on this new role, Tanju will remain the Creative Director of Palace.
The first Fila+ collection will first be presented to buyers in late January, followed by a marketing campaign set to launch in June.
The new line is Fila’s latest move to target luxury fashion consumers. In December 2022, Fila presented a collection designed by Haider Ackermann at a runway show in Manchester. Last year, the company continued its elevation strategy by signing model Hailey Bieber as a brand ambassador.
With luxury on the up and up, more brands are turning to elevating its democratic mainline. Just as FILA is launching a new 'elevated' range, H&M plans to do the same with its new Chelsea store. H&M is set to open its doors on King’s Road in London's Chelsea this spring with a new store experience focused on "offering the most fashion-forward products with elevated styling".
This news follows the news that Fila appointed Todd Klein to its newly created position of Global Brand President, in line with the company’s five-year "Winning Together" strategy.
