Sportmax turned 50 in 2019, celebrating with a book that retraces its history through archival sketches and magazine and advertising campaign images shot by famous photographers. The brainchild of Max Mara group’s forward-thinking founder Achille Maramotti, the label’s legacy as a clever, practical response to the new challenges faced by working women in a modern world is still alive today. Sportmax embraced technological innovations in fashion production from the start, aligning its efficient language with the cultural evolution of style.
For pre-fall, fashion director Grazia Malagoli stayed true to the streamlined approach she has established at the label. Unfussy and minimal, the collection featured daywear and outerwear pieces in lean shapes and balanced volumes. Trench coats were proposed in bonded leather with asymmetrical details, and tailoring was softened while still retaining a uniform precision. The silhouette was slender in elongated dresses with layers of silk enhancing a sense of movement, while romantic blouses with poet sleeves were worn with high-waist workwear denim trousers, emphasizing the collection’s play between feminine fluidity and a sharper, smart attitude.
