Tailoring Made in Italy and experimentation define the DNA of SPORTMAX, a brand of the Max Mara Group created in 1969, which has led the field in the proposal of coordinated outfits that can be purchased individually and put together according to the client’s personal taste and needs. It is the first example of a coordinated total look of sportswear items that was gaining ground in the United States at the time and also gave the new brand its name. This extremely innovative approach distinguishes SPORTMAX even today. From that time onwards, the brand evolved each season and at the same time anticipated the coming trends, such as over garments and the ethnic mood that was first proposed in a famous collection, which was celebrated in a long dedicated article in Vogue Italy (November 1972), with photographs by Oliviero Toscani.

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