Sportmax



Description

Sportmax represents a new direction for style, emphasizing freedom and individuality in the realm of young and contemporary fashion. It gives a new free direction to forward thinking, practical and informal matters, the avant-garde and individuality. Sportmax targets women who are in touch with the evolution of style and confident in their newly discovered self-expression. The Sportmax collection was first conceived by Max Mara's creative team in 1969 as a more practical and informal fashion proposal with respect to the smart and tailored tradition of the house. The impetus came from Achille Maramotti - founder and president of the company - who was charmed by the innovative atmosphere of Swinging London, and with excellent timing identified the coordinates of a new youthful eclecticism that would soon cross the English Channel. Maramotti grasped the new English spirit that would soon transform the tastes and needs of the new generations. Since that time, season after season, Sportmax has anticipated and synthesized the important fashion trends in a collection with an international flair geared toward a woman who passionately follows the evolution of style and appreciates the most updated materials and forms.







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