Sportmax showcased its latest collection against the poignant backdrop of Milan’s Rotonda della Besana, highlighting themes of transformation and resurgence.
Milan’s historic Rotonda della Besana served as the venue for Sportmax’s latest collection show, held this morning. This location, which has a rich and somewhat somber past as a pauper’s cemetery before transitioning into a hospital, offered a poignant backdrop for the presentation. The choice of such a site aligns with the collection’s themes of transformation and resurgence, as Sportmax has been undergoing a period of artistic rebirth.
Sportmax, established in 1969 and a regular participant in Milan Fashion Week since 1976, originally emerged in response to shifting cultural trends influenced by London’s youthquake and the vibrant fashion scene of Carnaby Street. The brand’s new collection suggests a renewed engagement with the evolving social dynamics surrounding clothing and personal expression.
According to the press notes accompanying the show, the collection embodies the concept of “hyper-reinvention—where the ordinary becomes extraordinary.” This notion was visually represented by a striking array of design elements, particularly a significant emphasis on fringing that embellished sleeves, hems, and bags throughout the collection. Additional distinctive features included elevated collars on a cracked shearling jacket and a pale leather dress, as well as boots designed with an exaggerated slouch and height.
Highlighting the brand’s commitment to luxury and style, faux shearling wraps and dresses showcased a croco texture while oversized faux fur coats further emphasized the collection’s extravagant aesthetic. The attention to detail was extensive, with S hardware gracing chic foldover handbags and multiple outfits adorned with meticulously folded fabric layers.
The presentation’s theatricality made it a visual delight, particularly for social media audiences, and marked a significant comeback for Sportmax, which has faced challenges in recent seasons. Overall, the show reaffirmed the brand’s position in the fashion industry by celebrating creativity alongside craftsmanship, reflecting a dynamic interplay between history and innovation.
Source: Noah Wire Services
