Sportmax’s Feminine Spring – For its spring 2014 collection, the Sportmax woman embraces her femininity with an outing of lightweight materials and relaxed silhouettes. Fabrics are flowing and sheer including silk, guipure and macramé lace adorned with patterns of squares and rectangles. Letting the designs femininity shine, the color palette is relatively uncomplicated with neutrals, black and white and occasional dusky pinks. And what are the Sportmax woman’s accessories for spring? Cat-eye sunglasses in shiny/opaque acetate and polka dot print bags in suede as well as sandals decorated with fur pompons.
Sport Star – Sigrid Agren is the latest star of Sportmax from Max Mara, appearing in the brand’s fall 2013 advertisements lensed by David Sims. The French-Swedish beauty is quite the model in the simple black and white studio snaps. A messy coif and understated makeup make the clothes stand out. Styled by Marie Chaix, Sigrid sports this season’s textured fashions featuring prints, furs and wools.
Carte Blanche – Sportmax taps co-founder and curator of Art Basel Miami, Ambra Medda, for its “Carte Blanche” capsule collection. This is the fourth year that Sportmax has collaborated with a creative to produce a limited-edition line of clothing and accessories. Medda worked with Chinese illustrator Ying Wu to create surreal graphics featuring a blend of animals, urban scenarios and technology.
“The designs are extremely joyful and colorful, even playful with funny imaginary animals and objects from the future mixed with relics from the past. The work is somewhat deceiving given that it is highly decorative; yet if you look closer you start to realize that there is a whole other dimension that brings you back to a starker reality,” says Medda of the designs. The new “Carte Blanche” collection from Sportmax is available in February.
A Pre-Fall Mix – The pre-fall 2013 collection from Sportmax focuses on silhouette and texture with a sumptuous outing of voluminous shapes and graphic prints. A contemporary color palette of black, white and grey keeps the transitional season effortlessly chic. Jackets feature a rounded shoulder line, evoking a cocoon-like shape while skirts are slim to contrast with the structural outerwear. An interesting mixture of materials including bonded leather, glossy beaver, shiny and matte tweed, wool and felted jersey brings a sense of intrigue to the Sportmax women’s wardrobe for pre-fall.
Sportmax Girl – Laura Kampman is enlisted for the spring-summer 2013 campaign from Max Mara’s Sportmax brand. The Dutch beauty stars in a series of soft, black and white images showcasing the graphic lines and clean silhouettes of the season.
Future Sport – Sportmax taps Karlina Caune for its fall 2012 campaign featuring form-fitting shapes and a color palette of mostly black. Karlina makes an elegant vision in sleek, futuristic looks adorned with fur and leather.
Sportmax’s Structured Fall – Max Mara’s offshoot line, Sportmax, presented its fall 2012 show earlier today on the fourth day of Milan Fashion Week. As always, Sportmax had a youthful appeal with high hemlines, experimental shapes and lightweight outerwear. The color palette showcased a balance between electric blue, fuchsia, off white and inky black. Autumn had an Eastern influence with origami-like folds and kimono ties appearing on lush fur-trimmed coats and dresses. Models wore wedged boots and Milan’s go-to accessory of black gloves to complement the streamlined, almost androgynous showing.
Sporty Spring – Frida Gustavsson stars as the face of Sportmax’s spring 2012 campaign. With windswept hair and glam makeup, Frida dons technicolor prints, sleek silhouettes and oversize handbags in the high gloss studio images.
Sportmax’s Sexy Spring – The spring 2012 showing from Sportmax delivered a youthful mix of form-fitting silhouettes, slouchy summer outerwear and sharp blazers for the new season. Models walked down the runway with disheveled hair and nude lips which appears to be a popular beauty trend for the new season. Prints came in the form of grungy florals paired up with metallic skirts and cinched waists.
Juju’s Moment – Juju Ivanyuk is having a good campaign season with fall advertisements for Elie Saab and now Max Mara’s Sportmax. Photographed by David Sims, Juju takes a turn for the mature side of elegance in tailored jackets, classic hats and fur-trimmed gloves.