SPORTMAX

Sportmax is one of the most innovative and forward-thinking names in Italian fashion, renowned since 1969 for contemporary femininity, creative experimentation and modern designer fashion. As part of the Max Mara Fashion Group, Sportmax was created by Achille Maramotti as a younger, more progressive and fashion-forward label designed to reflect the cultural and social shifts of its time. Inspired by American sportswear and the liberated spirit of Swinging London, Sportmax quickly established itself as one of Italy’s most influential contemporary luxury brands. The brand is recognised for its fusion of precise tailoring, innovative materials and a confident, modern aesthetic. Collections include ready-to-wear, outerwear, dresses, knitwear, tailoring, accessories and elevated essentials that balance timeless sophistication with experimental silhouettes and technical refinement. Since its foundation, Sportmax has served as the creative laboratory within the Max Mara universe, consistently exploring new directions in contemporary womenswear while maintaining exceptional quality and craftsmanship. A defining characteristic of Sportmax is its commitment to innovation and the evolution of modern fashion. Throughout its history, the brand has collaborated with renowned designers, photographers and creative talents while pioneering the concept of the “total look” — a complete wardrobe designed around versatile, coordinated styling. Technical fabric development, material experimentation and a distinctly urban design language continue to position Sportmax among the most progressive labels in contemporary Italian luxury fashion. Combining Italian fashion heritage, innovative design and modern elegance, Sportmax represents luxury contemporary fashion, premium designer womenswear and sophisticated ready-to-wear with international influence and an unmistakably avant-garde spirit.