Driven by evolution, iconic modernity and a chorus of creative talent. Sportmax was founded by Achille Maramotti on the principles of tailoring, experimentation of fabrics and wardrobe-coordinated mix and matching.
Sportmax was born in 1969 taking inspiration from a previous collection called POP, dedicated to young women. A design inspired by the sportswear of the US and the idea of a freer fashion of Swinging London. The intense focus remains on culture and trends through a unique vision of a diverse group of talents joining together over the years.
Sportmax embraces the creativity of Nanni Strada and Jean-Charles de Castelbajac to help shape its aesthetics and vision. Its first fashion show is on 18th March 1976 at the Hotel Principe di Savoia in Milan.
Unusual silhouettes, volumes, techniques and materials straight from the vision of Peter Lindbergh and the design of Guy Paulin, exceptional interpreters of an unceasing creative curiosity. The 1980s are dedicated to a confident and dynamic fashion.
Sportmax began to work especially to move up the emerging trends of the ‘90s. An artful interpretations of emerging trends: from new romantic to sportswear, from minimal to grunge, and all in between. The image of Sportmax is enriched by the creative collaboration with the world's greatest fashion photographers, such as Albert Watson and Marc Hom.
With the beginning of the new millennium, Sportmax increases its savoir-faire via highly technical innovation, creativity and experimentation of materials. Femininity continues to be the core of the brand.
During these years, Sportmax was conceived as a label that would anticipate the shifting desires of its sophisticated and self-confident customers. In its fifth decade, the brand continues to articulate a compelling vision of contemporary femininity.