Skiing is not only a sport, but also a fashionable leisure lifestyle. In recent years, as the popularity of outdoor sports continues to rise, especially after last year's Beijing Winter Olympics, everyone's enthusiasm for skiing has been unprecedentedly high.
For experienced skiers, the sound of flying skis and white snow should be the most pleasant and beautiful sound of every winter, and it is also the sound they look forward to the most.
The "Snow Sky Troupe" led by FILA spokesperson Yang Mi, brand friend Wang Ziqi and **Renman Shuke came to Vanke Songhua Lake Resort in Jilin. In this ski resort, known as the "Little Switzerland of the East", an ice and snow aurora show called "Chasing Light and Riding the Snow" was staged. In the name of skiing, FILA gathered many enthusiasts and opened a wonderful outdoor winter sports art show in the "** Snow Resort".
Prince Chimanshuk.
Immersed in a dreamy world of ice and snow, FILA brings the skiing culture of the European Alps to Songhua Lake in Jilin. The brand has built warm ski huts in the resort area to create a comfortable resting place for skiers. The on-site art installation integrates the sound of skiing and the symphonic color scheme, showing the public FILA's long history of skiing and the 112-year-old spirit of high-end sports fashion.
During the show, Elle, the world's fashion garden, also had an in-depth dialogue with Shi Rui, vice president of marketing of FILA Greater China. During the conversation, Vice President Shi Rui gave a detailed account of FILA's brand strategy, as well as his insights on the co-branded series and brand show. As a result, ELLE has a fuller understanding of FILA's firm belief in the high-end sports fashion market and its enthusiasm for taking root in the ice and snow economy.
FILA spokesperson Yang Mi wore FILA Archive series ski suits to the show and became the focus of the audience. At the scene, she also talked about her ski experience and fashion dressing skills in the ski resort, so that the people present felt the ingenious collision of Italian elegance and professional sports fashion.
As Shi Rui revealed to Elle in an exclusive interview, a very important part of FILA's layout in the ski market comes from brand spokesperson Yang Mi. As a customer group with a high of 60% of the FILA brand, the female market is a link that the brand attaches great importance to. The image of diversity, self-confidence and personality expression displayed by Yang Mi is very in line with the positioning of contemporary Chinese high-end fashion women.
As the unique originator of "power dressing", Yang Mi has created too many ways to dress with her personal genes in the fashion field, which has been recognized by Chinese female consumers for many years, and ELLE's fashion influence on Yang Mi is also obvious to all. Therefore, in the development path of FILA's international integration, Yang Mi is the right person who can integrate Chinese and Western clothing cultures and do a good job in product localization transformation.
Yang Mi performed the Fila milky white lambswool coat in private clothes.
The show officially opened. FILA presents the much-anticipated FILA five-party co-branded premium sports down series and FILA ARCHIVE series, combining Italian aesthetics and ski professional technology, leading the audience to appreciate the exclusive elegant skiing spirit of FILA APRÈS SKI.
The so-called five-party collaboration, that is, the FILA joint Alfa Romeo, an Italian century-old sedan brand that owns the official team of the Formula One World Championship F1 team, VIST, a high-end professional Italian ski brand and a multi-national team competition clothing supplier, TechnoAlpin, the world's first snow machine, and Kronplatz Plan de Corones, which has won the name of a ski resort for many years. FILA concretizes the co-branded behavior into the design, and transforms it into a five-party co-branded logo through printing, embroidery and weaving into the ski clothing, presenting a high-end texture, and at the same time proving that the five-party co-branding of FILA has full sincerity and absolute right to speak.
The FILA x Alfa Romeo Vist, TechnoAlpin Kronplatz collaboration is a pioneer in the industry. FILA, which has been involved in the ice and snow world for half a century, has been deeply involved in the hottest ice and snow economy at the moment, which shows us the brand's firm determination.
As for why he launched a five-party collaboration that is not common in the fashion circle, Shi Rui said that the launch of such a unique series is in line with the need to popularize European ski culture. In Europe's ski culture, multi-party co-branding is actually very frequent.
Just as the idea of an F1 driver's race jersey with many logos is emblazoned, skiing is also a sport that requires collective intelligence. FILA's five-party collaboration is designed to bring together a collection of the best skiing forces in the Italian brandIt is also to show FILA's reverence for the professionalism of skiing.
Ski legend "Alberto Tomba
The FILA ski suit displayed at the show is equipped with the newly upgraded "volley ice and snow technology" of the national team. The outer layer is made of Dermizax super waterproof and breathable fabric, which has high water resistance and adapts to outdoor bad weatherThe mezzanine is made of primaloft insulation material, which is lightweight and warm, and helps to move flexibly through the slopesThe inside is blessed by Comfi Thermal graphene heating technology, which efficiently reflects the body's heat energy and creates a super warm effect, allowing you to gallop on the slopes as you like.
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The new FILA ARCHIVE collection on display was inspired by FILA Snow Time 1981. The entire collection reinterprets legendary classics with premium fabrics, a fusion of Italian elegance and skiing. The down jacket adopts a light and comfortable one-piece fitting filling process, which is simple and beautifulThe long sleeves are made of fleece double-sided cloth to lock in the heat of movementThe fashionable knitted shirt is embellished with logo embroidered badges and stripes for a more sporty look.
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Shi Rui also mentioned to Elle the importance of this series in the female market - the retro texture in the design will attract the attention of many female consumers. From both bright colors and more fashionable styles, the collection emphasizes the fashionability of the products. FILA strives to break the traditional design idea of women's ski wear, which is generally "hardcore".
Fila Archive Collection Fila Snow Time 1981 Series.
In addition to the above series, the high-end sports down series on the show included professional ski down jackets, knitted shirts, woven pants and long sleeves to meet our needs for all-weather protection on and off the field while skiing, and further improved FILA's fashion "puzzle" in the field of winter skiing.
This high-end fashion ski trip to Songhua Lake allows consumers to see and feel the excellent performance of the FILA Ski series, and enhances the user's memory of the brand itself. In the future, FILA will continue to leverage the ski fashion sector, strive to let Chinese consumers have a deeper and more comprehensive understanding of skiing, and promote skiing as an indispensable fashion lifestyle for more people.
Join us on a trip to the ski resort to unveil the FILA Italian luxury ski feast and open a new trend of winter sports!
Source: Provided by FILA (some from FILA's official Weibo).