What was your main source of inspiration for Fall 2021? Sportmax wants to be creative, innovative while maintaining a continuous connection with its DNA of tailoring, craftsmanship and research. It is dedicated to women who dare to be themselves, or rather “the many selves” of being a contemporary woman. Sportmax today represents the embodiment of contemporaneity. In light of the last 12 months, how has Fall 2021 evolved? Looking back at Fall 2020, Sportmax featured lush velvets, rich color and glittering dresses. GRAZIA exclusively caught up with Malagoli post the show in Milan. Here’s to 50 more years of Sportmax’s excellent simplicity. Most of the time, all you really need is a fantastic suit, a perfectly flattering slip, and a keep-for-life investment coat. ![]() Sportmax evolved, and continues to evolve, with them by creating clothes which are up-to-date and meet their specific needs.” “Those girls have now grown into real women, with more complex and dynamic lives. “Sportmax was born with the intention of dressing a new, rising generation of young girls, with new needs and desires,” she said. ![]() Speaking about the brand’s 50th anniversary, Malagoli revealed the key to Sportmax’s continued relevance is its ability to grow with their audience. Accessories were a highlight-in particular, the shaggy oversized clutches and chunky rubber lug-soled boots. Malagoli called the collection “an ode to all tomorrow’s parties,” and there were certainly looks you’d want to dance the night away in, once non-socially distanced nightclubs begin to reopen, like the slinky, deconstructed slip dress, worn with grunged-up sheer opera gloves or the white shirt dress with a delicate, intricate body chain overlay. The color palette was largely monochrome-crisp head-to-toe white or delicious chocolate brown suiting-and the silhouettes were smart updates on classic shapes. ![]() Overcoats were elevated with oversized pockets, knee-length skirts were pleated and finished in sumptuous leather. ![]() For Fall 2021-which debuted in Milan overnight-there was a characteristic emphasis on simplicity. “It embodies the soul of the brand perfectly, as our focus has always been that of creating the perfect wardrobe for everyday life, something that isn’t ostentatious, yet still modern.” Image: Sportmaxįinding “nobility in the ordinary” is a near-perfect summation of the kind of clothing Malagoli creates for Sportmax. The book, curated by Olivier Saillard, documents Sportmax’s ability to “finding nobility in the ordinary,” according to long-time fashion director Grazia Malagoli. They marked the occasion with the release of a comprehensive fashion tome by Assouline, a curated look at the half-century since Max Mara founder Achille Maramotti created the brand in 1969. Sportmax celebrated their 50th birthday in London last Valentine’s Day, a few weeks before the world went into an extended lockdown. Sportmax Fall 2021, as narrated by GRAZIA editor Grace O’Neill.
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