Fashion brand SPORTMAX presented their Resort 2022 Homely Souvenirs – The Glam-ma Collection, inspired by cult movies such as Belle de Jour, and The Discreet Charm of the Bourgeoisie. The collection reimagines and modernize the 60s elegant rebellion style, as well as pop patterns, intense hues, and floral romanticism of the 70s. It takes a contemporary look at conservative style, and brings a sense of nostalgia. Models Louise Robert and Maryel Uchida star in the lookbook lensed by fashion photographer Boris Camaca. In charge of styling was Elodie David Touboul, with casting direction from Simone Bart Rocchietti.
“Dresses that embrace the free feminine figure, in mini and midi lengths and extra-long trousers tailored to cover the shoe or caress the ankle, serve as the starting point. Sophisticated and sensual looks are accentuated, at times, with volumes executed with architected precision. From check patterns to florals, ensembles are awash with fresh colors for a carefree style that is truly endearing.
Textures are researched, while patterns are re-elaborated with homely souvenirs collected in and around the coziness of Glam-ma’s vibrant household: from the kitsch simplicity of her retro floral curtains to her upbeat jacquard throw rugs. A palette of soft green, mint tones, mimosa yellow, baby blue and light pink, combined with leathery earth tones, punctuated with striking shades of blue and black convey a vivacious dialogue of color. An array of leather looks punctuate the overall mood, like the tailored in typical 1960s savvy style re-worked into a jacket with a boxy silhouette, a statement brick-colored trench fashioned with a wide rever or a sleek longuette tube skirt.” – from Sportmax