Sportmax

Sportmax was founded in 1969 within the group founded by Achille Maramotti. The project was inspired by a previous collection called POP and two especially modern references of the era: American sportswear and the stylistic freedom of Swinging London.

From the very beginning, the line combined tailoring principles with experimentation in fabrics, new proportions, and a way of building a wardrobe using mix-and-match pieces. During the 1970s, creatives including Nanni Strada and Jean-Charles de Castelbajac helped develop its aesthetic language, and in 1976 it staged its first runway show in Milan.

Sportmax occupies a more dynamic, experimental space within the Max Mara universe. It retains the group's tailoring quality, but uses it to explore more contemporary silhouettes, materials, and attitudes that are distinctly tied to the evolution of fashion.