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Sportswear brand Fila opened new store in China



Fila, an Italian sportswear company, opened its largest store in China last month in Beijing. According to the Fashion Network, the megastore spans three stories and covers 1,700 square meters. The boutique, dubbed the ‘Fila Sport Fashion House,’ combines the brand’s Italian DNA with Beijing’s local culture, aesthetics, and architecture.

Its interior features a Hutong-style roof and a decorative wall. The fitting room space is defined by the Milanese metro rails. The splash of brand colors adds the finishing touch, separating an area dedicated solely to Instagram users.

All Fila athletic lines are available in the store, as well as goods from other partnerships, such as the new MSGM X Fila tennis collection. The collaboration collection includes halter tops, mini skirts, shorts, polo shirts, and t-shirts in MSGM’s trademark tie-dye designs or marble motifs, designed by Massimo Giorgetti, Founder and Creative Director, MSGM for the Roland Garros tennis tournament in Paris.

Fila also revealed a colorful capsule collection earlier this month to commemorate the European Football Championship, which will took place between June 11 and July 11, 2021.