Achille Maramotti founded Max Mara in 1951, and in 1969 the fashion entrepreneur launched Sportmax, defined by its tailoring and experimentation. The brand was initially inspired by American sportswear and the spirit of the Swinging Sixties in London.
Sportmax’s iconic pieces include flowing dresses, trench coats and leather garments, as well as knitwear, with special patterns and finishes. Graphic colours, pleating and ‘unbound’ tailoring are other design signatures.
This new book shows how the brand evolved season by season and constantly focused on research to develop advanced textiles technologies while holding true to the roots of its Italian manufacturing traditions.
Campaign images by photographers ranging from Sarah Moon to Peter Lindbergh, as well as Inez van Lamsweerde and Vinoodh Matadin, Mert & Marcus and David Sims, are included.
In 1983 Laura Lusuardi left the brand in the hands of Grazia Malagoli, who is still its Fashion Director. Malagoli comments: “We began to work with graduates fresh out of the Royal College of London because we wanted a young, fresh influence in designing the collection. Sportmax is a creative incubator, in which the design sensitivity of new talents is aligned to the company’s textiles know-how.”