Sportmax: Artistic Fashioning
By Rachel Bowie
What do Sportmax and art have in common? Surprisingly, a lot. In fact, ever since Sportmax—a collection dreamed up by the Max Mara creative team four decades ago—came to be, the artistic and innovative culture from which it originated has been woven into the fabric of each and every design bearing its name.
The initial idea for the label came from Max Mara president and founder Achille Maramotti. In the late ’60s, Maramotti became fascinated with the eclectic and spirited atmosphere of “swinging” London. To him, it made perfect sense to create a label that captured this movement and one that appealed to the contemporary woman and her passion for following the latest trends. Sportmax was born—and since its inception, has taken its fashion cue from the various art forms that surround it.
As a tribute to its artistic roots, Sportmax recently launched re:MMIX, a series of performances that highlight the brand’s natural connection to the arts. With three performances in total, the brand uses art, music and dance to center the collection and create an installation built around diversity, eclecticism, heritage and evolution—the core principles of the Sportmax brand.
For help with the project, Sportmax commissioned Sebastien Agneesens, the founder and creative director of Formavision, a world-renowned experiential design studio that conceives art projects for global brands. In the fall, along with Kyle Fischer, a musician and producer, Agneesens created MMIX, a sound installation in Sportmax’s Soho location on West Broadway (itself an architectural and aesthetic site to behold) that uses six totemic speakers made of replicated zebrawood to curate a music-based conversation about ethno-diversity in a world defined by rapid globalization. The MMIX installation is the first performance of the series; the other two focus on dance.
The project as a whole is all about the power of art and innovation, as told through the Sportmax brand. And it’s music to our ears. Sportmax, 450 W. Broadway, 212-674-1817; sportmax.it
Behind the scenes with Sigourney Weaver in her Gotham cover shoot.