The story of FILA spans over a hundred years, yet the way FILA cherishes and nurtures its heritage is remarkably current. Everything in the company is spoken about and acted upon in the present tense, tunneling both past and present into a single, forward-looking vision. This unique way-of-doing is celebrated in FILA: Timelapse, a lavishly illustrated, expansive book published by Rizzoli on March 19th.
Conceived by Angelo Flaccavento, art directed by Francesco Valtolina, and with a foreword by Silvia Venturini Fendi, FILA: Timelapse relives FILA’s history through dynamic sequences of archival images, words, and advertising visuals. Historically, FILA was the first sports brand to jump from the playing field to the urban and lifestyle realms - and by default our collective imaginations. The stars and witnesses of this seismic shift were the athletes themselves - lavishly sponsored, elegantly fitted out and treated with the reverence of rock stars. At the same time, the advertising language of FILA, including the powerful F-Box logo, was also groundbreaking. These stories unfold over the pages of the book following an instinctual rather than chronological order. The result is a dynamic journey through a fashion and sports phenomenon.
Texts throw a spotlight on the chains of imagery, creating reflections on the history of FILA and its cultural influence. Authors include the writers Carlo Antonelli and Matteo Codignola, the philosopher Emanuele Coccia, and researchers Marta Franceschini, Michele Galluzzo, and Lorenzo Ottone. A second group of texts comprises fiction and poetry penned by writers - Charlie Fox, Silvia Calderoni, Jeph Burton, Rahim Attarzadeh - and artists - Karl Holmqvist and HB Hoyo. These focus on the value and symbolic meaning of iconic FILA designs such as Björn Borg’s polo shirt or Giovanni Soldini’s sailing jacket. Experimental, engaging and informative, FILA: Timelapse is a journey that readers can hop into wherever they like; following the index, jumping back and forth, or even starting at the endpoint. In this sense, it’s a true timelapse: a fluid document that testifies to the endurance and widespread relevance of FILA and its values.
