- Current Season
- Fashion Show
The Sportmax collection was conceived in 1969 by Max Mara's creative team as a more practical and eclectic proposal compared to the company's stylistic tradition. Achille Maramotti - chairman and founder of the company - fascinated by the innovative “Swinging London” atmosphere, identified the coordinates of a new youth movement which was soon to cross the Channel.
In the ‘50s he had transferred the refinement of Parisian Haute Couture to Italy and the American concepts of industrial production, introducing for the first time the true concept of prêt-à-porter in our country and offering women the possibility of approaching the fashion world.
Fall Winter 2017/2018
For Fall-Winter 2017/2018, Sportmax returns faithfully to the meticulous codes of its Italian sportswear origins. The élan of clean lines is enhanced this season with meticulously researched technical materials, while a new electric mood is sourced by the collection’s dynamic, raw energy. Cut exclusively in deep black, brilliant white, regimental navy and adventure orange, the clothes arise in a high-definition vision.
Reductive in its forms, the collection nonetheless has plenty to say. The singular pattern this season is an army of words that spurt out like a digital computer screen, running across knit sweaters, scarves, nylon shirts or vertically down foldfront dresses. Run, Run Steady, and even the Sportmax logo all provide a steady stream of black and white conversation as well as graphic punch to the surface of the clothes.
Sturdy hooded coats cut from a double-faced maxi-corduroy wool velvet are underpinned with strata of quilted nylon. Materials like crisp nylon and shiny shrink-wrap PVC underscore the speedy, high-tech flavor of the season, while sheer silk georgette floats over sporty word sweaters, adding a soft, diaphanous layer. Opposites attract in a luxurious double-faced wool anorak that is reversible, showing off its sporty nylon interior. Knitwear, a Sportmax staple, is innovative as always, including sweaters with nylon quilted arms and bi colored thickly ribbed sweaters with detachable collars.
Silhouettes this season are clean, yet intriguing. Skirts come long and straight or cropped, revealing legging legs. Pants are high waisted with ribbed knit ankles and volume through the hips or skin-clinging in a technical stretch. Dresses are airy and floating, such as hooded zip front crepe de chine dresses or clouds of silk georgette masquerading a word game. Nylon and silk jumpsuits and Sportmax sweatshirts - see now buy now - add a sporty utility.
The slick, speedy look is kicked off with kitten-heel, pointy toe booties; leggings peek out from under pants worn with sling back, high vamp pumps. Handbags this season are small, rigid and functional, featuring thick, contrast color straps that are worn cross body or around the waist. Eyewear has been flattened into grey or blue screens with clear piping, finishing off the look with a high-tech edge.