April 8th,
2014
Sportmax eyewear installation for Design Week

Sportmax eyewear installation for Design Week


New interpretations of the classics: coinciding with Design Week, Sportmax is hosting a special installation of their new Fall Winter 14 eye-catching contemporary frames.

Discover the new FW 14 Collection in collaboration with Cutler&Gross exclusively at our Sportmax store, Via della Spiga 20, Milan.

April 2nd,
2014
Cobie Smulders in Sportmax

Cobie Smulders in Sportmax


Actress Cobie Smulders wears a Sportmax dress while attending The Cinema Society & Gucci Guilty screening of Marvel's 'Captain America: The Winter Soldier' at Tribeca Grand Hotel on March 31, 2014 in New York City.

February 24th,
2014

Sportmax FW14-15 Fashion Show


Sportmax takes a sophisticated and polished approach for fall.
With the words austerity and frugality brandished for what seems so long, the lust for extravagance is overpowering. The brand’s unpretentious and effortless DNA is invigorated by a chic and suave finish.
Introducing a tactile experience, printed leopard skins, deep pile foxes and exotic python skins are patch worked in contrasting tones and refreshing combinations.
A cinched leopard trench trimmed with black python armlets, a cross fox cubby coat inlaid with a leopard back, a graphic python topper half black half natural, and a belted bell shaped dress cut from matte white, red and shiny black python skins.
Loosening the minimal constraints a liberated and open minded approach emerges. Armed with this playful spirit, Sportmax looked to the abstract expressionists, and none more exhilarating than Jackson Pollock.
Coats are embroidered with multi coloured mohair threads, brushed and teased. Woven jacquards with playful paint splatters are cut into a mean blazer. Fuzzy macro intarsia versions become bold oversized knits, prints sing with bright sprays of colour.
Each piece worked into a feminine silhouette, balanced and proportioned, with a strong focus on the waist.
Belted trench coats and capes give a military overtone. Wide collared versions worn to the calf with knee high marching boots.
There is positivity and purpose in those strides, yet softness in the double face cashmere construction.
The blazer becomes an essential again. The first half of a neatly tailored suit, nipped at the waist broad on the hips and worn with mid calf maxi skirts or culottes.
Dresses, in two proportions, either calf grazing and small at the waist or mid thigh and high waisted, bell shaped hung from the bust. Pattern blocked and refreshed by white, the strongest variations. All come belted with broad cavalry straps encircling the waist.
Polished bare Legs are grounded by the boots featuring sharply cut metal and perspex cuboid heels and chiseled toes. Tubular cut in shiny spazolato leather adding a perverse edge. Some come in colour blocked versions, for example black with white or leopard toes.
Shoes meld prim with a sexy edge with high cut broad horizontal wide bands. Almost all looks are belted with wide straps some graphic black and white others with large covered buckle versions in python. The new “fold” bag decisively grabbed in the hand, incarnated in many exotic leopard and python striped variations. Showcasing her femininity, the Sportmax woman faces the new season with brave intent. Breaking free, indulging in experimentation and ushering in a new found luxurious exotic edge.

 

Accessories : Sportmax

Eyewear : Sportmax by Cutler and Gross

Hair : Paul Hanlon

Make Up : Lucia Pieroni and the MAC PRO team

February 17th,
2014
Sportmax Fall Winter 2014-15 Fashion Show

Sportmax Fall Winter 2014-15 Fashion Show


On Febraury 21st at 06:00 pm (UTC+1) come and see all the outfits from the Sportmax Fall Winter 2014-15 runway show.


Stay Tuned!!!

February 3rd,
2014
Maggie Gyllenhaal in Sportmax

Maggie Gyllenhaal in Sportmax


Maggie Gyllenhaal wears Spring Summer 2014 Sportmax while attending the Fourth Annual Plates for Pediatrics dinner benefitting the Komansky Center for Children's Health at New York Presbyterian/Weill Cornell Medical Center at the St. Regis on January 30, 2013.

January 10th,
2014
SPORTMAX CARTE BLANCHE by Chiara Clemente

SPORTMAX CARTE BLANCHE by Chiara Clemente


Sportmax presents the fifth chapter of the “Carte Blanche” artist’s collection with Chiara Clemente.

Monday, January 13th, 2014 will see the exclusive world première of the collection “Sportmax Carte Blanche by Chiara Clemente”. The event will take place in the Sportmax flagship store in Via della Spiga 20, Milan, attended by the Italian director now resident in New York.

December 20th,
2014
SPORTMAX SPRING/SUMMER 2014 COLLECTION

SPORTMAX SPRING/SUMMER 2014 COLLECTION


Come and see the new Spring Summer 2014 collection!

October 23th,
2013
SPORTMAX VIEW

SPORTMAX VIEW


Sportmax presents the Sportmax View project – the launch of its first eyewear collection, in collaboration with Cutler and Gross.
Sportmax View embraces the future, setting a new way of wearing and interpreting the eyewear accessory.
A muse with the same character and vision as the brand was needed to bring Sportmax View to life. A trendsetter with an eclectic personality; a DJ, model, and glossy icon, Leigh Lezark was chosen: 6 portraits by Swedish photographer Julia Hetta, 6 different styles reinventing the icons of eyewear history, in a geometric and modernist approach that is true to Sportmax.
Leigh Lezark and Sportmax share a style based on elegance, attitude, and an approach to the future.
Sportmax View presented its London preview on 23 October 2013 at an exclusive event at The Arts Club – a private members club in the heart of Mayfair.

 

Sportmax presents its first eyewear collection for spring/summer 2014 produced with Cutler and Gross, marked by a retro-vintage style.
The collaboration between the two brands developed from a shared ethos of design experimentation, craftsmanship, research and attention to detail.
The collection is composed of 6 different styles which reinvent the icons of eyewear history.
Staying true to the Sportmax ethos of design-led products made with care, precision and precious materials, each model is available in 4 colours and is hand-crafted in acetate, with special two models with acetate and metal detailing. Use of the ‘television’ milling technique allowed the design teams to play with the traditional curves of the frames to create extra depth around the lenses. The tip of each temple is decorated with a rhomboid shaped metal detail, inspired by brilliant Swarovski crystal, like the one hand-sewn onto every Sportmax garment, the brand’s symbol and signature.
The collection is available in Sportmax and Cutler and Gross stores from November 2013 as well as selected high-end opticians from February 2014.

October 22th,
2013

Sportmax SS14 Fashion Show


Feminine Beauty. The Sportmax collection for spring-summer 2014 began by contemplating the notion of feminine beauty. Studying afresh the shapes and movements of the women of today. Rediscovering their charm and sensuality. In a softer and lighter silhouette, updated by using soft, flowing materials worked and draped almost exclusively in squares and rectangles.

Relaxed dresses that loosen up the volumes and leave the body free, putting the accent on movement, with lasercut unfinished seams designed specifically to enhance the beauty of the fabrics and put the accent on the new lengths and proportions.

Transparent silk dots applied to dresses with light see-through inserts. Dots dilated until they become abstract used on leather garments or oversize pullovers. White-on-white or printed maxi dots on loose tunics in crepe or soft pyjama pants. Dots like stickers in fil coupé, devoré on silk and vinyl film on the knits or even dots with sophisticated guipure- and macramé lace.

Soft, delicate colours reflecting the femininity and softness of the collection. Cream follows naturally on from white. Then vanilla, lemon, rose and buff made more graphic by the touch of black.

Dots are also a feature of the accessories. The portfolio bag with its double side zips, available in a palette of colours matching the looks or coordinating with dot prints. The polka dot bag in suede with chain shoulder strap. The fur pompons or balls attached to decorate the sandals and mules in leather and suede with slender high heels and plexi details.

Like the cat-eye mask sunglasses in shiny/opaque acetate with metal temple arms in palladium and gradient lenses. A limited edition seen on the runway in the preview of the collection made with the British brand Cutler & Gross (founded in 1969, the same year as Sportmax), due to go on sale in Sportmax flagship store and in selected Cutler & Gross stores around the world.

Accessories: Sportmax
Eyewear: Sportmax
Hair: Anthony Turner
Make up: Charlotte Tilbury and the MAC Pro Team

October 1st,
2013
Valérie Trierweiler in Sportmax

Valérie Trierweiler in Sportmax


Valerie Trierweiler, partner of French president Francois Hollande, is wearing a Sportmax coat with US First Lady Michelle Obama, during a United Nations General Assembly (UNGA) First Ladies event at The Studio Museum in Harlem in New York on September 24, 2013.

September 23th,
2013

Sportmax SS14 Backstage Video


Enjoy the Sportmax runway SS14 images!

September 21th,
2013
Leigh Lezark in Sportmax

Leigh Lezark in Sportmax


Leigh Lezark in Sportmax during the Spring Summer 2014 runway show in Milan on September 22, 2013.

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