Book Club | Sportmax

Brains : Love

28 January 2020

Milan has always reigned as one of the fashion capitals of the world. The city, whose signature fashion combines tailoring with high quality fabrics, seemed the perfect setting for Achille Maramotti to create the empire, Sportmax. Contemporary as it is creative, the brand has been incorporating elements of London's rebellion-inspired fashion, with the USA's inclination for sportswear into Italian timepieces, since its inception in 1969.

As a celebration of their 50th anniversary, Sportmax is a literary timeline of the brand's progression and history. Bursting with editorials from icons such as Peter Lindenbergh, the book also contains unseen drawings, backstage photos, editorials and campaigns, as well as a series of special images in which the French photographer Grégoire Alexandre, interprets a selection of iconic garments from the Seventies to today.

Edited by world-renowned curator and historian, Olivier Saillard, his introduction informs us to expect a culmination of "clothes that eschew ostentatious excess in the favor of timelessness", as you're continually entranced by the women who elude a confident, but not brazen, sense of style. Fashion critic, Godfrey Deeney's comments of the brand in the 90s, still reflect its standpoint today, "It's been said before and was very much true again today, that if one really wants to predict what intelligent women will be wearing in six months' time, a very good place to start is with Sportmax." Bellissimo.

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