MAM
Hailey Bieber named FILA global brand ambassador
Mumbai: FILA has tapped Hailey Bieber as its new global brand ambassador. The model and entrepreneur first debuted in a FILA campaign in the fall of 2022. With this new multi-year partnership, Bieber will collaborate with FILA to design signature sportswear collections, with the first drop slated to launch in fall/winter 2024.
FILA built its legacy championing individuals who make their mark in sport, fashion, culture and beyond. Hailey has quickly cemented herself as a style icon and continues to provide her own unique interpretation of the brand’s most classic designs.
“I am grateful to expand my role with FILA, a brand that has always stood out for its quality, elegance and bold and beautiful designs,” says Hailey Bieber. “I appreciate the brand’s Italian heritage and the eras of FILA fashion where I can continue to draw inspiration. I am excited to bring my own point of view to FILA’s iconic styles, as we work to create something special together.”
FILA is also releasing a new campaign where Bieber is joined by sponsored tennis player Reilly Opelka, as the company celebrates the 50th anniversary of its iconic F-Box logo. Introduced in 1973, when FILA first brought color to the tennis court, the logo is a symbol of FILA’s influence in sport and style and the legendary individuals who have represented the brand. As an athlete who pursues his passions in art and fashion off the court, Reilly transcends the game and embodies the brand’s spirit of boldness and creativity.
The new campaign was shot by Renell Medrano and styled by Bieber and Dani Michele. Bieber is seen in a range of styles from the F-Box Anniversary Collection, the brand’s new global assortment of women’s and men’s apparel. The imagery spotlights the versatility of the updated fashions, with designs to take wearers from court-to-street. The tennis-inspired pieces such as polo shirts, track suits, jackets, and crewnecks blend archival elements with a contemporary update. Select styles are adorned with a tennis racquet graphic print and classic stripes, primarily in the brand’s signature red, white and navy hues. Opelka is also featured in the new campaign, wearing a range of men’s matching sets.
“FILA style is reinterpreted every time tastemakers and game changers express their artistry and individualism through our designs,” says Metro Brands Limited senior vice president – marketing Deepika Deepti. “Hailey has been a supporter of the brand and we look forward to continuing our relationship together. Her impact on fashion and culture is undeniable and she brings an effortless and fresh new perspective to the brand.”
The FILA F-Box Anniversary collection is available 5 September onwards on FILA.CO.IN, including select styles as seen on Hailey and Reilly throughout the campaign.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
