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1969-2019 | 50 Years Of Fashion



Founded by Achille Maramotti on the principles of tailoring, experimentation of fabrics and wardrobe-coordinated mix and matching.

Inspired by the sportswear of the US and the idea of a freer fashion of Swinging London. Driven by evolution, iconic modernity and a chorus of creative talent. Sportmax was, is and will always be the great contemporary.


1969

A child of the revolutionary '60s, Sportmax was born in 1969. Achille Maramotti was inspired by a previous collection he created called POP, dedicated to young women. From POP to Sportmax was a natural evolution: both based on an intense focus on culture and trends, but the fundamental characteristic of Sportmax was and is the chorus of talented voices that over the span of five decades merge into one.



1970

A new label for a new decade: Sportmax embraces the creativity of Nanni Strada and Jean-Charles de Castelbajac to help shape its aesthetics and vision, as well as its first fashion shows: on 18th March 1976 the brand took to the catwalk at the Hotel Principe di Savoia in Milan.



1980

The 1980s would prove to be a decade of important change for Sportmax. Unusual silhouettes, volumes, techniques and materials straight from the vision of Peter Lindbergh and the design of Guy Paulin, exceptional interpreters of the unceasing creative curiosity that pushes the brand. A decade dedicated to a confident and dynamic fashion.



1990

At the beginning of the ‘90s the brand began to work especially to move up the emerging trends of the decade. An artful interpretations of emerging trends: from new romantic to sportswear, from minimal to grunge, and all in between. The image of Sportmax is enriched by the creative collaboration with the world's greatest fashion photographers, such as Albert Watson and Marc Hom.



2000

With the beginning of the new millennium, Sportmax increases its savoir-faire via highly technical innovation, creativity and new mixes of materials.

Always with a focus on femininity, a special keyword within the core of the brand.



2010 Sportmax was conceived as a label that would anticipate the shifting desires of its female customers, sophisticated and self-confident women.

Now in its fifth decade, the brand continues to articulate a compelling vision of contemporary femininity.



2019

SPORTMAX looks back over 50 years with an exclusive book published by the luxury publisher Assouline as part of its Legends collection, edited by Olivier Saillard with a critical text by Luke Leitch.


Luigi Maramotti writes in his preface: “Olivier Saillard was right in saying that there is an everyday poetry that flees from extravagance and eccentricity. Holding true to this fine dividing line for 50 years, working with many different creative talents, doing research that was not an end in itself has truly been an achievement we are proud of”.



Disponibile worldwide in tutti gli store Assouline, sul sito assouline.com e in selezionati concept store.


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