Sportmax Celebrates 50 Years of Finding Nobility in the Ordinary

The onset of a new decade is always an exciting time, as it often means a cycle is ending and a new one is ready to begin. And this year, in particular, should exceptionally be lauded as a time to celebrate, as many brands and designers are and will be commemorating their 50th anniversaries. 

While London was all about Sir Paul Smith and Margaret Howell, Milan will be honouring Sportmax, the Italian brand founded by Achille Maramotti. For the occasion, the brand will be marking its achievements by releasing a unique coffee table book published by the luxury publishing house Assoulin and presenting a dedicated capsule collection alongside it. 

"In the book celebrating 50 years of Sportmax, curator Olivier Saillard talks about finding nobility in the ordinary," said Grazia Malagoli, who has been the Creative Director of the Italian brand since 1979. "I believe this concept embodies the soul of the brand perfectly, as our focus over time has always been that of creating the perfect wardrobe for everyday life, something that isn't ostentatious yet still modern."

It is precisely this spirit that embodies the fashion house founded in 1969, a very particular time in Italian history. Sportmax emerged as a brand that supported cultural and social change, slowly evolving over the following 50 years and always trying to give the correct answers from a fashion point of view. It is also this spirit that characterises the book, a collectable item cultivated by the all-star fashion curator Olivier Saillard, with contributions by fashion critic Luke Leitch. The book is divided in five decades – starting from the 1970s up to the present day – and narrates Sportmax's visual journey through time, including some of its most significant collaborations with some influential photographers in fashion, from Sarah Moon to Peter Lindbergh, to name but a few. 

"Creating a book felt like the most plausible choice as we realized we had a lot of material we could use. But we also decided to publish a book as our company's heritage is also all about handing down culture to the future generations, as our beliefs are rooted in the transmission of knowledge," she said.

Yet Malagoli didn't just look into the company's archives for the creation of the book, she delved deep into a hunt for something that would make the capsule collection unique. The designer who has always been a passionate fabric researcher and has, throughout her tenure as creative director of the brand, experimented with technical and textile research (she believes one must 'listen to the fabric to fully understand it'), decided to look into the first decade of the brand's existence, a time where many different designers contributed to its visual development.

"Working on the book and having a vast archive of material, I also have testimonies of what was done in the early years by designer Nanni Strada - in particular a shaded stitch that had become her signature. I found the use of the stitching exciting; thus, I made sure our team was able to technically turn this company signature into a modern key for the capsule collection."

While this particular stitch – and the machine used to create it (Macchina Rimoldi) – is widely used nowadays, especially on rather dynamic and elastic fabrics, the brand made sure to use it on noble materials such as cashmere and silk. The team also used the stitching to create contrasting patterns on dresses and coats. This resulted in a 15-piece collection in three ultra-bright hues — emerald green, deep red and marine blue — and included coats, jackets, dresses, shirts and knitwear, all matching to create a coordinated wardrobe.

Finally, to better visualise the collection, the brand collaborated with director Robert Carsen on the set design of department store La Rinascente's shop windows in Milan, which will be unveiled on January 19th and were inspired by the late sixties.

The coffee table book and capsule collection will also be available in stores starting from mid-February and will be officially launched on January 19th at La Rinascente.

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
A Verdict on Digital Fashion Week
By Fabio Ciquera
In the past two weeks, we have witnessed an array of different and varied virtual presentations,...
By Fabio Ciquera
In the past two weeks, we have witnessed an array of different and varied virtual presentations, online happenings and symposia. One cannot accuse luxury houses to lack inventiveness, and there is a genuine appreciation for the quick turnaround in moving everything online. From Loewe to Prada and...
In the past two weeks, we have witnessed an array of different and varied virtual presentations, online happenings and symposia. One cannot accuse luxury houses to lack inventiveness, and there is a genuine appreciation for the quick turnaround in moving everything online. From Loewe to Prada and Dior, among the many names, the creative solutions have been exciting to watch. This new reality...
Revival LDN: The Upcycled Fashion Brand Aiming At Helping the Environment
By Alice Ierace
For years now, many fashion brands have added sustainability to their vocabulary and, through...
By Alice Ierace
For years now, many fashion brands have added sustainability to their vocabulary and, through research and proposals, have tried to lessen the fashion industry’s huge impact on the environment. However, despite the efforts, many are still the fast-fashion brands ignoring the issue. The problem is...
For years now, many fashion brands have added sustainability to their vocabulary and, through research and proposals, have tried to lessen the fashion industry’s huge impact on the environment. However, despite the efforts, many are still the fast-fashion brands ignoring the issue. The problem is that, no matter how sustainable they deem they are, we are still living in a fast-paced environment...
Reflections on Life post Lockdown at MFW
By Alice Ierace and Elisa Carassai
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021...
By Alice Ierace and Elisa Carassai
By Alice Ierace and Elisa Carassai
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021 and Women’s Resort 2021 collections with an informal gathering at Milan’s iconic Four Seasons Hotel. “We are finally back together, in the garden of this iconic hotel, in the heart of Milan’s...
Etro Kicking off day two of Milan Fashion Week was ETRO presenting its Men’s Spring Summer 2021 and Women’s Resort 2021 collections with an informal gathering at Milan’s iconic Four Seasons Hotel. “We are finally back together, in the garden of this iconic hotel, in the heart of Milan’s Montenapoleone district. We want to highlight that we are a family, that Etro is a family living in a world...
White Mountaineering Brings Back BLK Line
By Elisa Carassai
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese...
By Elisa Carassai
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese designer Yosuke Aizawa. This season, the designer not only presented an exclusive film directed by Daito Manabe from the Rhizomatiks, but he also decided to relaunch his original BLK line. Launched in 2009,...
Showcasing at Paris Fashion Week, ’s White Mountaineering is the creative baby of Japanese designer Yosuke Aizawa. This season, the designer not only presented an exclusive film directed by Daito Manabe from the Rhizomatiks, but he also decided to relaunch his original BLK line. Launched in 2009, White Mountaineering’s BLK Line proposed a new feel to outdoor wear with high-spec textiles and...
Digital Meets Local at Sunnei
By Elisa Carassai
Before lockdown started, Loris Messina and Simone Rizzo...
By Elisa Carassai
By Elisa Carassai
Before lockdown started, Loris Messina and Simone Rizzo were supposed to move in their newly-bought building, Casa Sunnei. Not being able to move in, and stuck quarantining home, the duo started reflecting on what they could do to move forward, at a slower...
Before lockdown started, Loris Messina and Simone Rizzo were supposed to move in their newly-bought building, Casa Sunnei. Not being able to move in, and stuck quarantining home, the duo started reflecting on what they could do to move forward, at a slower pace.  “During the lockdown, I realized we were moving at a pace that was too fast - we were...
A Play of Poetics at MFW
By Elisa Carassai
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was...
By Elisa Carassai
By Elisa Carassai
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was Massimo Giorgetti’s MSGM, with a film celebrating the new Milanese generation of young creatives, as well as the joy of life post-lockdown. Inspired by writer Isabella Santacroce’s book Fluo: Storie di...
MSGM’s Midsummer Night’s Dream Kicking off the first day of Milan’s Digital Fashion Week was Massimo Giorgetti’s MSGM, with a film celebrating the new Milanese generation of young creatives, as well as the joy of life post-lockdown. Inspired by writer Isabella Santacroce’s book Fluo: Storie di Giovani a Riccione (“Fluo: Stories of Young People in Riccione”) – who also happens to be from...
Purity and Tradition Intertwine at MFW
By Alice Ierace
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the...
By Alice Ierace
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the announcement back in February stating that Raf Simons would become the brand’s new co-creative director, today we were lucky enough to witness Miuccia’s last solo collection – her final bow after three...
Prada and The Show That Never HappenedFew people do fashion quite like Miuccia Prada. After the announcement back in February stating that Raf Simons would become the brand’s new co-creative director, today we were lucky enough to witness Miuccia’s last solo collection – her final bow after three decades of unforgettable shows.Of course, a simple presentation wasn’t in the plan – it needed that...
Auralee’s Imaginary Journey Through Time
By Alice Ierace
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer...
By Alice Ierace
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer 21 collection during digital Paris Fashion Week as one of the major independent fashion brands.As a brand, Auralee is renowned for its magnificent clean silhouettes, impeccable quality and minimal...
Firstly launched in Tokyo, designer Ryota Iwai decided to present Auralee’s latest Spring/Summer 21 collection during digital Paris Fashion Week as one of the major independent fashion brands.As a brand, Auralee is renowned for its magnificent clean silhouettes, impeccable quality and minimal styling. Its aim? A full exploration into the development of their own fabrics. By taking inspiration...