sportmax spring 2014 campaign1 Sigrid Agren Fronts Sportmax Spring/Summer 2014 Campaign

Sleek Sport – Leading model Sigrid Agren stars in the spring-summer 2014 campaign from Sportmax, from Max Mara. Sigrid returned for another season, after appearing in the fall advertisements. Fashion photographer David Sims captured the blonde beauty in a set of studio portraits showcasing the color-blocking and minimal silhouettes from Sportmax’s spring collection.

sportmax spring 2014 3 Sportmax Spring 2014 | Milan Fashion Week

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.

sportmax fall ads8 Sigrid Agren Stars in Sportmax Fall 2013 Campaign by David Sims

Sport StarSigrid 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 2 Sportmax Teams Up with Ambra Medda for Carte Blanche Collection
Carte BlancheSportmax 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.

SportmaxPF1 Sportmaxs Dark, Voluminous Pre Fall 2013 Collection
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 Sportmax Fall 2012 | Milan Fashion Week

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.

sportmax Sportmax Spring 2012 | Milan Fashion Week

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.