The Sportmax collection was conceived in 1969 by Max Mara's creative team as a more practical and eclectic proposal compared to the company's stylistic tradition.
Achille Maramotti - chairman and founder of the company - fascinated by the innovative “Swinging London” atmosphere, identified the coordinates of a new youth movement which was soon to cross the Channel.
In the ‘50s he had transferred the refinement of Parisian Haute Couture to Italy and the American concepts of industrial production, introducing for the first time the true concept of prêt-à-porter in our country and offering women the possibility of approaching the fashion world. In the same way, in 1969 he picked up the ferment in England which soon after transformed the tastes and requirements of new generations.
Since then, every season Sportmax anticipates and represents the main fashion themes with a collection characterised by an international feel for women who passionately follow the evolution of style and appreciate the search for new materials and shapes.
A collection that - together with Sportmax Code and Sportmax Beachwear - still today maintains unchanged those traits of dynamic uniqueness which marked its debut.
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