Sportmax celebrats itsr 50 years anniversary with an exclusive book, documenting the history of the brand launched in 1969 by Achille Maramotti. Published by Assouline as part of its Legends collection, the book is edited by Olivier Saillard with a critical text by Luke Leitch.
In 50 years, many creative style and image professionals have moulded the brand history, including key names of the calibre of Nanni Strada, Jean-Charles de Castelbajac and Guy Paulin together with the great photographers Sarah Moon, Peter Lindbergh, David Sims and Craig McDean, who have contributed to defining the brand’s aesthetics and international vision.
We had the opportunity to discover some of the iconic archive pieces at Sportmax offices during the Milan Fashion Week in September. See below:
Achille Maramotti, after founding Max Mara in 1951, in 1969 launched SPORTMAX. A great anthropologist ahead of his time, able to interpret the changes in society, Maramotti had already thought of diversifying products according to women’s different shapes and needs.
SPORTMAX develops its rich heritage in the name of a new feminine, poetic and contemporary tailoring that exalts and enhances the women that wear the brand.
The icon garments that characterise the brand are dresses (flowing and body-conscious, with skilled, tailored architecture, that adapt to and enhance the beauty and femininity of any body shape), the outerwear (renewed every season in an unconventional mix of materials and shapes), the tailored trench coats and leather garments, as well as the knitwear, with ever-more special patterns and finishes in a whole range of infinite possibilities.
