Sportmax Celebrates 50 Years of Finding Nobility in the Ordinary

The onset of a new decade is always an exciting time, as it often means a cycle is ending and a new one is ready to begin. And this year, in particular, should exceptionally be lauded as a time to celebrate, as many brands and designers are and will be commemorating their 50th anniversaries. 

While London was all about Sir Paul Smith and Margaret Howell, Milan will be honouring Sportmax, the Italian brand founded by Achille Maramotti. For the occasion, the brand will be marking its achievements by releasing a unique coffee table book published by the luxury publishing house Assoulin and presenting a dedicated capsule collection alongside it. 

"In the book celebrating 50 years of Sportmax, curator Olivier Saillard talks about finding nobility in the ordinary," said Grazia Malagoli, who has been the Creative Director of the Italian brand since 1979. "I believe this concept embodies the soul of the brand perfectly, as our focus over time has always been that of creating the perfect wardrobe for everyday life, something that isn't ostentatious yet still modern."

It is precisely this spirit that embodies the fashion house founded in 1969, a very particular time in Italian history. Sportmax emerged as a brand that supported cultural and social change, slowly evolving over the following 50 years and always trying to give the correct answers from a fashion point of view. It is also this spirit that characterises the book, a collectable item cultivated by the all-star fashion curator Olivier Saillard, with contributions by fashion critic Luke Leitch. The book is divided in five decades – starting from the 1970s up to the present day – and narrates Sportmax's visual journey through time, including some of its most significant collaborations with some influential photographers in fashion, from Sarah Moon to Peter Lindbergh, to name but a few. 

"Creating a book felt like the most plausible choice as we realized we had a lot of material we could use. But we also decided to publish a book as our company's heritage is also all about handing down culture to the future generations, as our beliefs are rooted in the transmission of knowledge," she said.

Yet Malagoli didn't just look into the company's archives for the creation of the book, she delved deep into a hunt for something that would make the capsule collection unique. The designer who has always been a passionate fabric researcher and has, throughout her tenure as creative director of the brand, experimented with technical and textile research (she believes one must 'listen to the fabric to fully understand it'), decided to look into the first decade of the brand's existence, a time where many different designers contributed to its visual development.

"Working on the book and having a vast archive of material, I also have testimonies of what was done in the early years by designer Nanni Strada - in particular a shaded stitch that had become her signature. I found the use of the stitching exciting; thus, I made sure our team was able to technically turn this company signature into a modern key for the capsule collection."

While this particular stitch – and the machine used to create it (Macchina Rimoldi) – is widely used nowadays, especially on rather dynamic and elastic fabrics, the brand made sure to use it on noble materials such as cashmere and silk. The team also used the stitching to create contrasting patterns on dresses and coats. This resulted in a 15-piece collection in three ultra-bright hues — emerald green, deep red and marine blue — and included coats, jackets, dresses, shirts and knitwear, all matching to create a coordinated wardrobe.

Finally, to better visualise the collection, the brand collaborated with director Robert Carsen on the set design of department store La Rinascente's shop windows in Milan, which will be unveiled on January 19th and were inspired by the late sixties.

The coffee table book and capsule collection will also be available in stores starting from mid-February and will be officially launched on January 19th at La Rinascente.

SHARE
  • Facebook
  • Twitter
  • Pinterest
SIMILAR ARTICLES
Between Mystery and Mood Swings
By Alice Ierace and Elisa Carassai
Kicking off the Digital Couture Week today was Maison...
By Alice Ierace and Elisa Carassai
By Alice Ierace and Elisa Carassai
Kicking off the Digital Couture Week today was Maison Margiela with the first instalment of the brand’s Artisanal Co-ed Collection for Autumn Winter 2020. Showcased as moving imagery over four ascending stages, the collection will conclude in a final...
Kicking off the Digital Couture Week today was Maison Margiela with the first instalment of the brand’s Artisanal Co-ed Collection for Autumn Winter 2020. Showcased as moving imagery over four ascending stages, the collection will conclude in a final revelation on 16 July 2020. Much like Margiela, Lebanese fashion designer Elie Saab opted for...
The Show Must Go On: Jean Paul Gaultier Announces A New Chapter
By Elisa Carassai
French Designer Jean Paul Gaultier is known for his theatrics and his innovative and exciting...
By Elisa Carassai
French Designer Jean Paul Gaultier is known for his theatrics and his innovative and exciting ways of surprising his fans. And after showing for the last time last January, with a thrilling, unexpected move the House of Gaultier has announced a new chapter in its history. The House has announced...
French Designer Jean Paul Gaultier is known for his theatrics and his innovative and exciting ways of surprising his fans. And after showing for the last time last January, with a thrilling, unexpected move the House of Gaultier has announced a new chapter in its history. The House has announced that each season a new designer will be invited to interpret the codes of the House. The first...
A Play on Elegance and Eccentricity
By Alice Ierace and Ludovica Parisi
From Sophisticated to Eccentric: Meet Chanel’s Punk...
By Alice Ierace and Ludovica Parisi
By Alice Ierace and Ludovica Parisi
From Sophisticated to Eccentric: Meet Chanel’s Punk Princesses Today, Chanel kicked off the second day of Haute Couture Week by unveiling its Fall/Winter 2020-2021 collection. Captured by Mikael Jansson, the collection is marked by a desire for...
From Sophisticated to Eccentric: Meet Chanel’s Punk Princesses Today, Chanel kicked off the second day of Haute Couture Week by unveiling its Fall/Winter 2020-2021 collection. Captured by Mikael Jansson, the collection is marked by a desire for shimmering opulence and sophistication. “I was thinking about a punk princess coming out of ‘Le Palace’ at...
Artisanal Flair meets High-Tech at Couture
By Ludovica Parisi
Debuting her first-ever collection in Moscow less than ten...
By Ludovica Parisi
Debuting her first-ever collection in Moscow less than ten years ago, Russian designer Ulyana Sergeenko has been receiving a lot of media attention due to her meticulous handcraft representing her native heritage.  Taking inspiration from antique...
Debuting her first-ever collection in Moscow less than ten years ago, Russian designer Ulyana Sergeenko has been receiving a lot of media attention due to her meticulous handcraft representing her native heritage.  Taking inspiration from antique markets and vintage boutiques, her previous ready-to-wear collections feature eclectic clothes, bags,...
Dreaming of Faraway Lands At Digital Haute Couture
By Alice Ierace and Elisa Carassai
For the past four months, the global pandemic we’ve been...
By Alice Ierace and Elisa Carassai
By Alice Ierace and Elisa Carassai
For the past four months, the global pandemic we’ve been living in has been disrupting our daily lives, forcing industries to re-invent their plans for the year. Amongst them, the Fédération de la Haute Couture et de la Mode decided to schedule its usual...
For the past four months, the global pandemic we’ve been living in has been disrupting our daily lives, forcing industries to re-invent their plans for the year. Amongst them, the Fédération de la Haute Couture et de la Mode decided to schedule its usual Haute Couture Week digitally, on an exclusive online platform.   Nostalgic surrealism meets...
Hiroshi Fujiwara Designs Moncler's Latest Collection
By Rebecca Hitchon
Italian luxury brand Moncler rolled out today a new collection designed in collaboration with...
By Rebecca Hitchon
Italian luxury brand Moncler rolled out today a new collection designed in collaboration with globally influential streetwear designer and Japanese hip hop DJ Hiroshi Fujiwara."I wanted to create a new standard, delivering the message that Moncler loves the mountain, which is where the story...
Italian luxury brand Moncler rolled out today a new collection designed in collaboration with globally influential streetwear designer and Japanese hip hop DJ Hiroshi Fujiwara."I wanted to create a new standard, delivering the message that Moncler loves the mountain, which is where the story started," said Fujiwara about the 7 Moncler Fragment Hiroshi Fujiwara collection. This message is...
Kering Sets New Biodiversity Targets
By Alice Ierace
Global luxury group Kering has announced a dedicated biodiversity strategy with a series of new...
By Alice Ierace
Global luxury group Kering has announced a dedicated biodiversity strategy with a series of new targets in order to achieve a 'net positive' impact on biodiversity by 2025.Aligned with its long-term commitment to sustainability, the group’s new biodiversity strategy outlines steps to not only...
Global luxury group Kering has announced a dedicated biodiversity strategy with a series of new targets in order to achieve a 'net positive' impact on biodiversity by 2025.Aligned with its long-term commitment to sustainability, the group’s new biodiversity strategy outlines steps to not only minimize biodiversity loss across its global supply chains but also to support nature and create net...
ALIITA: A Sparkling Family Affair
By Elisa Carassai
Family affairs are known to be a tradition amongst Italian fashion brands. The Missoni's, the...
By Elisa Carassai
Family affairs are known to be a tradition amongst Italian fashion brands. The Missoni's, the Fendi's, the Ferragamo's and the Castiglioni's, are just a few of the renown names that come to mind when thinking of the fashion empires that keep it in the family. One of these is Aliita, the jewellery...
Family affairs are known to be a tradition amongst Italian fashion brands. The Missoni's, the Fendi's, the Ferragamo's and the Castiglioni's, are just a few of the renown names that come to mind when thinking of the fashion empires that keep it in the family. One of these is Aliita, the jewellery brand established by Venezuelan-born and Milan-based designer Cynthia Vilchez Castiglioni with the...