4 June 2024 |
Modern Fundamentals. It was both the name of Sportmax’s 2025 resort collection and the substance. A comprehensive wardrobe stuffed with essentials that offered an elevated perspective on real-world day-to-day dressing, it was the kind of stuff modern women want.
A collision of maximalism and minimalism, there were slinky stretch jersey dresses that suggested a certain sense of ease and comfort, and voluminous coats with relaxed shoulders that, when rendered in vivid crimson, vyed to steal the spotlight. Croc-embossed jackets, often cinched-in at the waist, were worn with pinstripe or front-pleat tailored trousers while black and grey corporate suits indicative of ‘80s power dressing arrived alongside striking leopard-print trench coats and modest architectural frocks.
A series of new accessories reinvigorated brand symbolism, with the letter ‘S’ appearing as hardware across straps and buckles as if it were pick-n-mix jewellery. Meanwhile a hot-off-the-fire handbag elaborated on Sportmax’s soft codes, arriving in padded leather as if it were a plush pillow that could be worn in a variety of ways for a variety of needs, from morning to night. And for footwear, a new draped leather pump took the wide heel to fresh heights.
The Milanese brand aptly coined the collection a “love letter to a real woman”, orienting itself to meet ‘her’ needs, desires and multitudinous realities, whilst expanding on ‘her’ contemporary ideals.
Photography courtesy of Sportmax.
