Launched at the beginning of the “Made in Italy” fashion boom, Max Mara’s dynamic and sporty-vibe sister brand turns 50 this year. Sportmax may be less well-known over here (compared to its huge popularity in Europe), but this label that started out as a revolutionary idea for feminine clothing is certainly worth a closer look. With their architectural yet fluid styling, their dynamic attitude, and their modern functionality for women, Sportmax is now more relevant in fashion than ever. Here, we’ve rounded-up the highlights from their five seriously chic-issima decades.

[All images courtesy of Sportmax]

 

1969

Right at the peak of the swinging sixties, and the boom of Italian fashion, Sportmax introduced a revolutionary idea for feminine clothes. Their styles for women were focused on activity and physical movement, as well as keeping the chic and tailored silhouettes of their sister brand Max Mara.

1970s 

As the brand developed their identity further, they established a strong character in styling and attitude. During this time, Sportmax came out with the first kind of “total look” wardrobe where each garment was designed to match the others. Grazia Malagoli joined Sportmax as fashion director in 1979. 37 years later, she’s still running the show. 

2009

A new Sportmax signature was established. The focus on different graphic effects and mixed materials was expressed most strongly in the iconic campaign with Karlie Kloss shot by David Sims. 

2014

The collections explored more fancy, highly creative and colourful knitwear. Inspired by Jackson Pollock, Sportmax began creating more dresses in colourful and textured textiles. 

2019

Like the Max Mara group, Grazia Malagoli has always lived and breathed tailoring. The latest Fall/Winter 2019 collection, titled ‘Tailoring Evolution’, features modern hybridity and clashing materials. 

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There’s one dress which is a combination of a classic-cut trench coat and a feminine pleated skirt. It’s made with a soft techno stretch-cotton, which highlights the comfortable, dynamic feel of the brand.

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Another cool piece we love is this tan leather pencil skirt. Try it out in an edgy, futuristic combination with the neoprene sweatshirt and a sporty cap. 

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The Sportmax Fall/Winter 2019 collection also gives the traditional suit a modern and utilitarian makeover. Masculine blazers also feature some corset-like inserts that cinch in the waist. You could wear the boxy sleeved cropped jackets over the A-line dresses or pleated skirts for some complex statement looks.

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Embedded into the brand’s core is obviously that sporty vibe. There’s a big sense of energy and action in the outerwear of the new collection, from their coats to bomber jackets that play with curves and contours. There’s always a sportswear-inspired attitude, from their knitted maxi dresses to their nylon shirts. 

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Sportmax-fw19

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For this new collection, Sportmax also celebrates the modern era’s embrace of unisex athleisure, and have introduced new sporty sneakers with industrial-style overlapping layers in suede, rubber-effect leather, and 3-D circles on the soles. You’ll also find leather caps and a new line of eyewear that enhances the brand’s dynamic and ever-moving-forward attitude.  

Utilitarian elegance tinged with a sportif element — Sportmax, in both style and function, is an incredibly current label. It’s a brand that seems to have always supported the lifestyles of modern working city women before anyone else did. 50 years running and Sportmax is still always one step ahead.  

Shop Sportmax online or in store. 1/F Gaysorn Village, Ploen Chit Road, Bangkok 10330 (10am-8pm).

Karn Chatikavanij
Style Writer
A globetrotter with a love for sushi and Miu Miu, Karn is a fan of all things upbeat, delicious, and well-dressed. Her frequent activities include packing for beach trips, listening to 80s music, and trying to make daytime pyjamas happen.