FILA Launches new global campaign with Hailey Bieber

FILA has hired Hailey Bieber for the brand's new global campaign. The model and entrepreneur have the opportunity to express their unique sense of style using some of the brand's iconic designs.

The campaign was photographed by Renell Medrano and styled by Hailey and Dani Michelle. Hailey wears a range of FILA pieces from the archive, including a crew-neck sweatshirt, sweater vest, oversized pants and puffer jacket, along with bucket hats and FILA shoes.

The campaign launches Oct. 18 and will be seen globally in digital elements including outdoor advertising, metro signage, digital banners and on FILA social channels.

The photos capture the spirit of the '90s, from clothing to styling to aesthetics, with Hailey's homage to the era informing her fashion choices. In collaboration with the brand, she brings her own take on FILA classics, interpreting them in a modern and effortless way. The video footage also borrows from the era, as Hailey playfully interacts with the camera by striking bold and expressive poses, further embracing the culture and fashion of the decade.

"My style is constantly evolving and the designs from FILA are timeless and the perfect complement to my everyday wardrobe," says Hailey. "I am grateful for the opportunity to work closely with the brand to find these iconic pieces and present them in a way that reflects my personal style."

"Hailey has an enviable and often imitated street style and has quickly become a fashion icon for this generation," says Gene Yoon, Global Chairman at FILA. "As a brand, we have always celebrated individuality and risk-taking in design. Hailey is fearless in her fashion choices and expresses her style through versatility, authenticity and originality. FILA has organically become a part of Hailey's closet and it was natural for us to collaborate on this new campaign."

Discover more at FILA Switzerland.