Sportmax 1969
Propelled by modernity, evolution, and an abundance of creative talent. Achille Maramotti established Sportmax with the ideas of wardrobe-coordinated mix and matching, fabric experimentation, and tailoring.
Sportmax: a brand founded in 1969 by Achille Maramotti
Following the establishment of Max Mara in 1951, Achille Maramotti introduced Sportmax in 1969. Prominent anthropologist before his time, capable of deciphering societal shifts, Maramotti had previously considered product diversification based on the various forms and requirements of women.
Brand timeline
1969
The 1969 launch of Sportmax was motivated by the success of the POP line, which catered primarily to young ladies. A style influenced by American sportswear and the notion of more liberated fashion from Swinging London. Through a distinctive vision of a diverse group of talents coming together over time, the intense focus on culture and trends remains.
1970s
Sportmax’s aesthetics and vision are shaped in part by the creative vision of Nanni Strada and Jean-Charles de Castelbajac. Its debut fashion show took place at Milan’s Hotel Principe di Savoia on March 18, 1976.
1980s
Unusual volumes, shapes, methods, and materials directly inspired by Guy Paulin’s design and Peter Lindbergh’s vision—two remarkable interpreters of an unquenchable creative curiosity. The 1980s are known for their bold and vibrant fashion.
1990s
Sportmax started out primarily trying to advance the newly popular ’90s trends. creative reinterpretations of new fashions, ranging from sportswear to minimal to grunge and everything in between. Working creatively with some of the best fashion photographers in the world, like Albert Watson and Marc Hom, enhances Sportmax’s brand image.
2000s
Sportmax expands its expertise with the start of the new millennium through highly technical innovation, inventiveness, and material experimentation. The brand’s central theme remains femininity.
2010s
Sportmax was designed in these years to be a brand that would adapt to the changing needs of its affluent and self-assured clientele. The brand is still articulating a compelling picture of modern femininity in its fifth decade.
The book
In 2019, the brand commemorated its 50th anniversary with the release of an exclusive book that chronicled the brand’s history since its founding by Achille Maramotti in 1969. The book, edited by Olivier Saillard and featuring a critical text by Luke Leitch, was published by Assouline as a part of its Legends collection.
Over the course of 50 years, a multitude of creative style and image professionals have shaped the history of the brand. Notable figures such as Nanni Strada, Jean-Charles de Castelbajac, and Guy Paulin, along with esteemed photographers Sarah Moon, Peter Lindbergh, David Sims, and Craig McDean, have all played a significant role in shaping the brand’s aesthetics and global outlook.
Conclusion: Sportmax is a brand founded by Achille Maramotti in 1969.
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