Fila links with UK artists for new creative campaign

By

Nigel TAYLOR

Published
Mar 16, 2023

The process of creating art is the focus of the new Fila campaign supporting the brand’s SS23 collection.

The sportswear brand spent the day with three UK artists “to explore their processes and inspirations” as they created a piece of Fila artwork through their individual techniques and specialised mediums.

Fashion and sports brands are increasingly forging art links and through a series of films and images, Fila “shines a light on what it means to be an artist in Britain today… wearing the SS23 Fila collection, creative freedom and drawing inspiration from British culture is at the heart of the campaign”.

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Jasmina Wood directs her second ‘Art of Fila’ instalment, exploring each artist’s differing techniques and mediums through shadowing “a day in their life”. Alongside director of photography, Chris Thomson, Wood creates three films “overlaid with insightful and engaging narratives of processes used to create a piece of Fila artwork”.

Photographic film stills by Louis Bever highlight the new Fila offering through portraits taken within each artist’s studio on a summer’s day.

In the first film, Glasgow artist Trackie McLeod narrates a self-written poem inspired by British heritage, culture and childhood nostalgia. 

The second film sees London-based artist Winnie Hall within her studio, OOF Gallery, located at Tottenham Hotspur FC stadium. She talks through her daily inspirations of humour within British culture and how she draws inspiration from those themes. 

And the third film sees Daniel David Freeman within his London home and studio. Projectors displaying Freeman’s adaptation of the Fila logo flood the room as he talks through his inspirations and what creativity means to him.