September 25th,

Sportmax SS16 Fashion Show

Spring unfolds at Sportmax with a fresh start. Oceanic references and clean 1960s futurism define the collection, distilled down to their essential components. The mood is relaxed; but the clothes themselves come into sharp focus with crisp perfection. 

Opposites in fabrication create an impeccable kind of undone. Futuristic leatherette with sailcloth cottons and natural silks. The artificial versus the natural.

Polars attract in a graphic palette of ecru and black that is punctuated with juicy citruses, including sunshine yellow and zesty tangerine.

A new volume, anchored in youthful trapeze shapes, emerges this season. Legs are on full view. Short A-line dresses cut from a 1960s mold are playful and grounded with chunky sandals with a thick pyramid wedge. Sou’wester capes, leatherette swing toppers and A frame pinafores are worn with simple hand held bags reduced to elongated pentagon shapes in refined leather topped with an oval buckle.

Utilitarian pockets decorate garments in stacked tiers or oval pouches sliced with zips. Garments fasten with oval buckles mounted on thick leather either at the neck or on shoulder straps, also as pins to fasten loose oversized silk shirts worn as dresses. Guipure lace creates peekaboo port-holes. 

Prints are fresh and graphic this season. A fishnet print twists around the body, seemingly catching the wearer before letting her go. Chandlery chains become a vivid stripe as bold links encircle the body in fluid crepe de chine.

The set this season, entitled “Superwalk”, follows the seasonal shift. Designed by Italian-born Andrea Trimarchi and Simone Farresin of Eindhoven-based design studio Formafantasma, the interiors of Milan’s Palazzo delle Poste (a defunct post office designed by Luigi Broggi in early 20th century) have been transformed into an installation of transparent black, sunshine yellow and nude PVC sheets. Suspended from the ceiling, the modern, wide plastic strips continue down onto the catwalk floor where they create an expanded space and seemingly infinite looping path. A wall, constructed from traditional terracotta bricks, contrasts with the futuristic interiors and complements the clean lines of the installation and the collection itself. 


Discover all the looks

September 24th,

A most stylish invitation

Sportmax Spring Summer 2016 collection will be unveiled tomorrow at Milan Fashion Week.

Stay connected and follow us on Twitter, Instagram, Facebook and on our website for exclusive updates.

September 23th,

Sportmax Fashion Show Spring Summer 2016

Inspiration walks off the paper and onto the catwalk: just before Milan fashion Week, we're proud to reveal a pre-runway glimpse of Sportmax Spring Summer 2016 collection, all in sketch form.

July 10th,


Come and see the new Fall Winter 2015-16 collection!

June 15th,
Sportmax Resort Spring Summer 2016

Sportmax Resort Spring Summer 2016

For Resort Spring/Summer 2016, Sportmax rides on the crest of a wave as a bold exploration of the ocean.

With a crisp palette of classic black, white, navy and ecru, the collection embodies the effervescent lifestyle spent at sea. Patch pockets on a seafaring belted trench with contrast hand stitching on fluid silk dresses and skinny rib knits are created in unique shapes and silhouettes.

Denim brings ease to the concept of work wear – cutout pockets with frayed and tufted edges add texture and humor. Bold graphic rope twists are decorated on playful dresses while chunky 3D knits are detailed with asymmetrical silver naval buttons on a double faced pea coat. Luxurious suede and complex knitwear are complemented by signature design fabrications. Pops of firecracker red and cobalt blue evoke the boldness of the sea, above and below water. Cropped wider than wide sailor trousers add a feminine touch as the ankle is revealed above a box fresh white sneaker.

Veronika Heilbrunner, the model in the collection photographs, cleverly illustrates the whimsical spirit of Sportmax in a fresh, modern and original way. Heilbrunner is also the founder of and photographed at The Molteni & C Cube. Designed by Ron Gilad, the Moleni & C Cube was the perfect location – like Sportmax, Molteni continues to manifest contemporary Italian design innovation and quality.

Discover the collection!

May 27th,
Florence Welch in Sportmax

Florence Welch in Sportmax

Florence Welch (Florence + the Machine) wearing the white Sportmax Facile jacket and Locri trousers to perform at BBC Radio 1’s Big Weekend at Earlham Park, in Norwich, England.

May 12th,
Sunglasses, a new limited edition by Sportmax

Sunglasses, a new limited edition by Sportmax

Sportmax introduces a new limited edition of sun glasses to join the echoes of great visibility presently enjoyed by Italy celebrating Milan Expo 2015.
Three iconic models have been restyled and produced in a limited number of 69 pieces. The work behind this memorable eyewear is the result of a masterly junction of experimentation, design, and care for details.  

The incomparable, hand-crafting skills of Cutler&Gross masters are the outstanding signature of these glasses that are entirely hand-made in Italy. The acetate frame has been shaped into an illusion 3D silhouette achieved by setting planes at different levels.

The temple tips are beautified by a diamond steel detail that reproduces the brand symbol: a shiny crystal trimming hand-sewn to each Sportmax piece.
This limited edition will be strictly available in Italy at all Sportmax stores and some selected Max Mara stores from May 2015 onwards:


Sportmax Via della Spiga, 20 - Milan;

Sportmax Via Borgognona 7/A-7/B - Rome;

Max Mara Piazza del Liberty, 4 - Corso Vittorio Emanuele - Milan;

Max Mara Via Victor Hugo, 1 - Via Orefici - Milan;

Max Mara Piazza San Marco, 5033 - Venice;

Max Mara Via Mazzini, 30 - Verona;

Max Mara Via dé Pecori, 23/R - Florence;

Max Mara Via dei Tornabuoni, 66-68-70/R - Florence;

Max Mara Via dei Condotti, 17-18-18/A-19-19/A - Rome

March 2nd,
Karlie Kloss in Sportmax

Karlie Kloss in Sportmax

Karlie Kloss wore a Sportmax sweater during Milan Fashion Week on February 26, 2015.

February 27th,

Sportmax FW15 Fashion Show

Winter arrives next season at Sportmax with a crisp gust of wind blowing across the rolling countryside. Nature’s own intriguing textures and warm color combinations provide endless exploration of luxurious materials, while the cold air creates a constant desire for wrapping up.

Fabrics are rich but raw, accentuating their natural provenance. Raw cut seams, hand-stitched blanket edges and fringe trims all bear the mark of human hands rather than cold machines. Silk is embossed like crocodile on sculptural coats, extra long alpaca begs to be stroked, while camel coats are cut from glossy pony skin.

Knitwear emerges as one of the collection’s key country classics. Its craft roots and stretch quality make it a perfect winter wrapping, either in chunky 3D Aran cable sweaters, cashmere sheaths or moulin twisted yarns frayed and fringed withlong rolled cuffs.

A desire for warmth and an effortless ease informs the soft, feminine silhouettes. Buttonless coats envelope the body like blankets with built-in scarves. Waists are cinched on feminine jackets and double-faced cashmere coats lashed with tubular leather thong belts. Slim knit dresses adhere to the body’s curves. Sweaters roll down naked shoulders and coats open up with shawl fronts to allow for flashes of bare skin, while oversized kilt pins and large hook closures tug cashmere coats off their center.

Pattern unfurls this season with a wild floral print of anemones and chrysanthemums whose fragility is encased in bold black outlines. The flowers climb over one side of split-pattern dresses, then become displaced and transformed into black guipure floral motifs adoring tutti frutti sloppy knits and camel cady dresses.

Shoes are just as soft and comfortable as the clothes, Lace-up wedges are cut from soft matte leathers, with cow hide placements and chunky crepe soles, creating a spring in the step. Raw cut bucket bags in matte crocodile are lashed together with contrasting lacing and woven knotted straps. The Sportmax woman is cozy chic to go.


Accessori : Sportmax
Eyewear : Sportmax
Hair : Anthony Turner
Make Up : Diane Kendal and the MAC PRO team
Music : Michel Gaubert

Main | Sportmax Code | Way Of Women | Register
Sportmax - Sportmax Code CLOSE