{"id":9576,"date":"2021-03-03T14:51:00","date_gmt":"2021-03-03T13:51:00","guid":{"rendered":"https:\/\/fondazionefiladev.ive.ai\/?p=9576"},"modified":"2021-06-15T14:54:47","modified_gmt":"2021-06-15T12:54:47","slug":"sources-sales-catalogs","status":"publish","type":"post","link":"https:\/\/fondazionefiladev.ive.ai\/en\/blog\/sources-sales-catalogs\/","title":{"rendered":"Sources: sales catalogs"},"content":{"rendered":"
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\nToday, the myth of FILA lives thanks to the most refined digital technologies, but we have to think it isn\u2019t always been like this. A specific category of objects from this \u2018analogic\u2019 past caught our attention: sales catalogs.\nIn the era of cloud computing and dematerialization of the object, observing the physical appeal of these huge books similar to encyclopedias is impressive. Ring notebooks keeping together tens and tens of pages, paper sheets with writings, pictures and photographs: apparently a personal diary, they were travel notes actually, easing the knowledge of the brand, also in economic terms. \n<\/p>\n

\nFrom Biella, selected FILA employees took the catalogs and visited wholesalers personally, in order to introduce them to the catchiest, most recent collections: it\u2019s almost possible to imagine them \u2013 in between the Eighties and the Nineties \u2013 telling the buyers about the catalogs, inviting them to touch them with their own hands. Right, because a sales catalog isn\u2019t only a visual opportunity, but also a sensorial one. Falling in love with an item was easy \u2018cause it was possible to caress the samples of the fabrics it could be made of.\n<\/p>\n

\nAnyway, it\u2019s the eyes to be involved the most: the collections used to feature several different models, that could be produced in numerous color variants. Thus each page was a painter\u2019s palette, offering an infinite choice of looks. What about the models, then? In the era of expansive fashion campaigns and elaborate influencers\u2019 poses, the spontaneity of these faces remains unique. Anything but professionals (it was often about colleagues, even relatives), they look at us from every page, witnesses of an epoque that is not going to be back again, yet is still able to inspire creatives and designers.\n<\/p>\n

\nIn which, today as yesterday, we wear FILA clothes. Maybe it\u2019s right this awareness to let us leaf through these sales catalogs without being nostalgic or feeling melancholy. On the contrary, it\u2019s a warm comfort: the guarantee that \u2013 no matter how times may change \u2013 style will never leave us alone.\n<\/p>\n<\/div>\n\n\n\n