SPORTMAX New Season
The Sportmax collection was conceived in 1969 by Max Mara's creative
team as a more practical and eclectic proposal compared to the company's
stylistic tradition.
Achille Maramotti - chairman and founder of the company - fascinated by
the innovative “Swinging London” atmosphere, identified the coordinates
of a new youth movement which was soon to cross the Channel.
In the ‘50s he had transferred the refinement of Parisian Haute Couture
to Italy and the American concepts of industrial production,
introducing for the first time the true concept of prêt-à-porter in our
country and offering women the possibility of approaching the fashion
world.
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