Matheus Hooks - Fashion Director
FILA launches new global campaign featuring Hailey Bieber
FILA chose Hailey Bieber to front its new global campaign, giving the model and businesswoman a canvas to express her unique sense of style while wearing some of the brand's iconic designs. The campaign was photographed by Renell Medrano and styled by Hailey and Dani Michelle. Hailey is featured in a variety of FILA archive pieces, including the crew neck sweatshirt, vest, sweater, oversized utility pants and a puffer jacket, with buckets as accessories and footwear.
The photos capture the spirit of the '90s, from clothing to style and aesthetics, as Hailey's homage to the era that defined her fashion choices. Working hand in hand with the brand, she brings her own spin on FILA classics, with an effortless, modern interpretation. The video also has the aesthetics of the time, as Hailey playfully interacts with the camera through bold and expressive poses, further exploring the culture and fashion of the decade.
“My style is constantly evolving and FILA's designs are timeless and the perfect addition to my everyday wardrobe,” says Hailey. “I am grateful for the opportunity to work closely with the brand to bring these iconic pieces together and present them in a way that feels like a true reflection of my personal style.”
“Hailey has an enviable and often imitated street style, and she has quickly grown into a fashion icon for this generation,” says Gene Yoon, FILA Global President. “As a brand, we have always celebrated individuality and a willingness to take risks in design. Hailey is fearless in her fashion choices, with versatility, authenticity and originality in her expression of style. FILA became part of Hailey's wardrobe organically and it was a natural fit for us to work together on this new campaign.”
The campaign launched with digital elements globally, including FILA media, digital banners and social channels. The selection of products is available on the website and in stores.