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Brand Spotlight
Sportmax
Sportmax was founded in 1969 by Achille Maramotti as the avant-garde label of Italian luxury fashion group Max Mara, taking inspiration from US sportswear and the free-spirited fashion of Swinging London. Born from a previous collection called POP that was dedicated to young women, Sportmax emerged as a playful and unconventional complement to Max Mara's signature line. The brand held its first fashion show on March 18th, 1976, at the Hotel Principe di Savoia in Milan.
Over its five decades, Sportmax has distinguished itself as a modern design house known for experimental innovation and masterful Italian craftsmanship. The brand is characterized by clean lines, original concepts, and streamlined separates featuring graphic dresses in bold prints, crisply cut jackets, and precision tailoring designed for the fearless and confident woman. Throughout the years, Sportmax has collaborated with renowned creative talents including photographers Peter Lindbergh and designers like Jean-Charles de Castelbajac, establishing itself as a dynamic force in contemporary fashion.
Style keywords
Experimental
Modern
Clean
Bold
Urban
Brand Spotlight
Sportmax
Style keywords
Experimental
Modern
Clean
Bold
Urban
Sportmax was founded in 1969 by Achille Maramotti as the avant-garde label of Italian luxury fashion group Max Mara, taking inspiration from US sportswear and the free-spirited fashion of Swinging London. Born from a previous collection called POP that was dedicated to young women, Sportmax emerged as a playful and unconventional complement to Max Mara's signature line. The brand held its first fashion show on March 18th, 1976, at the Hotel Principe di Savoia in Milan.
Over its five decades, Sportmax has distinguished itself as a modern design house known for experimental innovation and masterful Italian craftsmanship. The brand is characterized by clean lines, original concepts, and streamlined separates featuring graphic dresses in bold prints, crisply cut jackets, and precision tailoring designed for the fearless and confident woman. Throughout the years, Sportmax has collaborated with renowned creative talents including photographers Peter Lindbergh and designers like Jean-Charles de Castelbajac, establishing itself as a dynamic force in contemporary fashion.