SPORTMAX
50TH ANNIVERSARY 50 YEARS OF FASHION

To celebrate 50 years of Sportmax, we’re taking a look back through the decades to a fashion concept born in 1969 and how it's been pushing us forward ever since. 

A one-of-a-kind book that takes us on a journey through the history of Sportmax, founded by Achille Maramotti following a unique intuition: to be always at the forefront of contemporary style.

Divided over five decades - from the Seventies to today - the book takes us on the Sportmax journey, punctuated by a series of prestigious collaborations. Written by Luke Leitch, edited by Olivier Saillard and published by the luxury brand Assouline, the book will be available on www.assouline.com, worldwide in all Assouline stores and in selected concept stores.

 

1969

A child of the revolutionary '60s, Sportmax was born in 1969. Achille Maramotti was inspired by a previous collection he created called POP, dedicated to young women. From POP to Sportmax was a natural evolution: both based on an intense focus on culture and trends, but the fundamental characteristic of Sportmax was and is the chorus of talented voices that over the span of five decades merge into one.

Tailored wool jacket for the Fall/Winter 1965 Pop collection.

Photo of Sportmax Fall/Winter 1969 collection spring to life on the pages of Vogue Italia's September issue

1970

A new label for a new decade: Sportmax embraces the creativity of Nanni Strada and Jean-Charles de Castelbajac to help shape its aesthetics and vision, as well as its first fashion shows: on 18th March 1976 the brand took to the catwalk at the Hotel Principe di Savoia in Milan. 

 

Intrepidly focused on function and fit, the Fall/Winter 1971 campaign by Manfredi Bellati looks at outerwear in a new light. 

A sketch by Jean-Charles de Castelbajac for the Fall/Winter 1977 collection.

 

 

 

 

1980

The 1980s would prove to be a decade of important change for Sportmax. Unusual silhouettes, volumes, techniques and materials straight from the vision of Peter Lindbergh and the design of Guy Paulin, exceptional interpreters of the unceasing creative curiosity that pushes the brand. A decade dedicated to a confident and dynamic fashion.

One of Peter Lindbergh’s most remembered seasons, shot on Deauville Beach for Spring/Summer 1987

1990

At the beginning of the ‘90s the brand began to work especially to move up the emerging trends of the decade. 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.

 

Fall/Winter 1993 boyish appeal finds a new desire for freedom in this campaign image shot by Albert Watson.

 

1990

With the beginning of the new millennium, Sportmax increases its savoir-faire via highly technical innovation, creativity and new mixes of materials.
Always with a focus on femininity, a special keyword within the core of the brand

 

The double‑breasted jacket is reimagined for Mikael Jansson’s Fall/Winter 2004 campaignworn by Caroline Trentini.

A sketch by James O’Hare for the Fall/Winter 2004 collection.

 

 

 

2000

02 (1)

Sportmax was conceived as a label that would anticipate the shifting desires of its female customers, sophisticated and self-confident women.
Now in its fifth decade, the brand continues to articulate a compelling vision of contemporary femininity.

Elegant dandyism for the Fall/Winter 2011 collection, photographed by David Sims.