3 (1) Sportmax

50 Years Of Fashion


About Us

Founded by Achille Maramotti on the principles of tailoring, experimentation of fabrics and wardrobe-coordinated mix and matching. Inspired by the sportswear of the US and the idea of a freer fashion of Swinging London. Driven by evolution, iconic modernity and a chorus of creative talent. Sportmax was, is and will always be the great contemporary. 


A child of the revolutionary '60s, Sportmax was born in 1969. Achille Maramotti was inspired by a previous collection he created called POP, dedicated to young women. From POP to Sportmax was a natural evolution: both based on an intense focus on culture and trends, but the fundamental characteristic of Sportmax was and is the chorus of talented voices that over the span of five decades merge into one.

Tailored wool jacket for the Fall/Winter 1965 Pop collection.

Photo of Sportmax Fall/Winter 1969 collection spring to life on the pages of Vogue Italia's September issue.

Tailored wool jacket for the Fall/Winter 1965 Pop collection.


A new label for a new decade: Sportmax embraces the creativity of Nanni Strada and Jean-Charles de Castelbajac to help shape its aesthetics and vision, as well as its first fashion shows: on 18th March 1976 the brand took to the catwalk at the Hotel Principe di Savoia in Milan. 

A sketch by Jean-Charles de Castelbajac for the Fall/Winter 1977 collection.

Intrepidly focused on function and fit, the Fall/Winter 1971 campaign by Manfredi Bellati looks at outerwear in a new light.

Sporty style photographed by Manfredi Bellati for the Sportmax Fall/Winter 1972 campaign.


The 1980s would prove to be a decade of important change for Sportmax. Unusual silhouettes, volumes, techniques and materials straight from the vision of Peter Lindbergh and the design of Guy Paulin, exceptional interpreters of the unceasing creative curiosity that pushes the brand. A decade dedicated to a confident and dynamic fashion.

Guy Paulin envisions a cool confidence in the sketches for Fall/Winter 1982.

A young Yasmin Le Bon appears, for the first time, in a Sportmax Fall/Winter 1985
campaign photographed by Peter Lindbergh.

One of Peter Lindbergh’s most remembered seasons, shot on Deauville Beach for Spring/Summer 1987.


At the beginning of the ‘90s the brand began to work especially to move up the emerging trends of the decade. An artful interpretations of emerging trends: from new romantic to sportswear, from minimal to grunge, and all in between. The image of Sportmax is enriched by the creative collaboration with the world's greatest fashion photographers, such as Albert Watson and Marc Hom.

A sketch by Eric Bremner for the Fall/Winter 1993 collection.

Fall/Winter 1993 boyish appeal finds a new desire for freedom in this campaign image shot by Albert Watson.

Casual elegance for the Fall/Winter 1998 campaign by Marc Hom, featuring Audrey Marnay,
combines the soft texture of a wool knit with a delicate tiered-lace skirt.


With the beginning of the new millennium, Sportmax increases its savoir-faire via highly technical innovation, creativity and new mixes of materials.
Always with a focus on femininity, a special keyword within the core of the brand.

The double‑breasted jacket is
reimagined for Mikael Jansson’s
Fall/Winter 2004 campaign
worn by Caroline Trentini.

A strong concept of timeless glamour: Strong shoulders, asymmetries, and a dark hypnotic charm as interpreted by Karlie Kloss for the Sportmax Fall/Winter 2009 collection, photographed by David Sims.

A sketch by James O’Hare for the Fall/Winter 2004 collection.


Sportmax was conceived as a label that would anticipate the shifting desires of its female customers, sophisticated and self-confident women.
Now in its fifth decade, the brand continues to articulate a compelling vision of contemporary femininity.

The Fall/Winter 2010 collection worn by Ginta Lapina in the images of David Sims.

Elegant dandyism for the Fall/Winter 2011 collection, photographed by David Sims.

Relaxed dresses revolve around circular forms in the Spring/Summer 2014 campaign by David Sims featuring Sigrid Agren.