Tailoring Made in Italy and experimentation define the DNA of SPORTMAX, a brand of the Max Mara Group created in 1969, which has led the field in the proposal of coordinated outfits that can be purchased individually and put together according to the client's personal taste and needs. It is the first example of a coordinated total look of sportswear items that was gaining ground in the United States at the time and also gave the new brand its name. This extremely innovative approach distinguishes SPORTMAX even today. From that time onwards, the brand evolved each season and at the same time anticipated the coming trends, such as over garments and the ethnic mood that was first proposed in a famous collection, which was celebrated in a long dedicated article in Vogue Italy (November 1972), with photographs by Oliviero Toscani.
SPORTMAX is still firmly attached to its roots in traditional Italian tailoring and focuses on constant research that allows it to develop cutting-edge textile technology and style trends that are always a step ahead. This success is the result of team work, rather than the efforts of individual designers. For this reason, no collaboration is ever expressly declared, although the designers have included talents such as Nanni Strada, Jean-Charles de Castelbajac, Odile Lançon and Guy Paulin. Ahead of Max Mara, in 1976, SPORTMAX chose to present its collection on a catwalk, which was set up at the Hotel Principe di Savoia in Milan, and immediately became a much awaited event during the Milan fashion shows, confirming the brand as the trend collection of the Group - open to the most varied stimuli and changes in fashion. Over the years, the image of the brand has been interpreted by the most prominent fashion photographers, such as Sarah Moon, who designed the poetic and timeless window displays for 5 years, followed by Hans Feurer, Albert Watson, Peter Lindbergh and also Marc Hom, Dusan Reljin, Inez van Lamsweerde, Vinoodh Matadin, Mert&Marcus and, in more recent years, David Sims. Today, the brand is distributed in over 70 countries in 350 stores (including multibrand, department stores and e-tailers), in addition to its own monobrand stores in the world's most important capital cities: from Paris to Milan, and others including Hong Kong, Beijing, Tokyo and Shanghai.
In February 2019, Max Mara Fashion Group, one of the most important international fashion houses recognized throughout the world as the forerunner of modern prêt-à-porter, announced the signing of an exclusive worldwide licensing agreement with Marcolin Group for the design, production and distribution of sunglass and eyeglass frames for women, under the Sportmax brand. Designed for confident women who love design and attention to detail, the Sportmax sunglass and eyeglass styles created by Marcolin Group have modern and geometric shapes and are distinctive due to the use of a combination of contrasting materials. Building on the brand’s aesthetics, in which sports and fashion influences merge together with tailoring, a collection has emerged that enhances the sense of movement and energy through bold, daring silhouettes. Interplays of textures and material layering define a cohesive and impactful language that perfectly reflects the DNA of Sportmax.
Collection Eyewear 2019
The concept of movement and speed intrinsic in the static object which underlies the research that led to the definition of the two expressive codes of the complete eyewear collection: Layering and Active Geometry, elements that can also be found in SPORTMAX heritage and collections. The first helps to emphasise the concept of rhythm and depth which reveals an object of different levels of visual perception. Like the clothes, the textures of the glasses reveal unexpected surfaces and details, through the combination of
different materials. Active Geometry on the other hand refers to the multi-faceted shapes carved into the frame fronts, which capture the light making the frames dynamic; tilting the glasses, the light reflecting on the surface gives the impression that one side is different from the other. This creates an idea of asymmetry, one of the brand’s key aesthetic assets, even though in fact the glasses are symmetrical. These broken, diagonal lines also relate to the concept of dynamism, which can be found in several details, including the twisting temples.