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SPORTMAX Denim Culture SS 2022

“I’ve spent a lot of time immersed in nature, observing the landscape and the various stratifications of color. This project afforded me the freedom to paint all the beauty that surrounded me.” Renowned for her abstract landscape paintings, Lauren Luloff is the latest protagonist of Denim Culture, the special Sportmax project dedicated to the world of denim. Now in its seventh edition, the idea behind the ongoing capsule is to create thought-provoking ensembles.

The American artist, whose landscapes splashed on large scale canvas and silk, has captivated a global following through her prominent exhibitions at prestigious institutions such as New York’s The Queens Museum, The Marlborough Gallery and The Hole.

For her foray into fashion, she has chosen to create a series of canvas paintings envisaged specifically for the Sportmax Denim Culture collection and inspired by her own bucolic haven. The oasis of plants around her studio in Lubec, Maine is interpreted through intense brushstrokes of color. In constant dialogue with the Sportmax team, her work was animated onto various models shaped by essential silhouettes and easily mix-and-matched with any wardrobe.

The poetic nuance of nature is broken down and reconstructed in the form of a top architected with soft proportions, in the t-shirts that alternate among fitted styles, wide kimono sleeves and oversized volumes; in the hoodie sweatshirt, the sleeveless dress fastened at the back with laces, just like the bustier, and naturally the five pocket trousers fashioned with elongated legs. There is also a deliberately undefined array of stripes asymmetrically placed onto the garments such as the pencil skirt that sits just below the knee.

“I like imagining people walking the streets, dressed in these Sportmax Denim Culture collection looks. It’s like incorporating my own landscapes into city life,” muses Luloff.

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