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
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.