Mr Viral
Milan and Cortina d’Ampezzo, a luxury ski resort in the Italian Dolomites, are set to host next year’s Olympic Winter Games—an event for which designers are eagerly preparing. Embracing the energy, Sportmax hinted at skiwear for pre-fall, reimagining it with a minimalist urban vibe.
Sporty accents were woven throughout without overwhelming the silhouettes’ lean minimalism. Modularity came into play through metallic snap buttons on ribbed knitwear or along the sides of banana-shaped denim and leather trousers, which were topped off by hourglass-structured jackets. Pops of red brought an energetic spin, seen in a standout figure-hugging stretch-knit dress wrapped in a protective padded high-collar stole or in a voluminous tech piumino layered over windproof-inspired denim trousers.
For almost 50 years, Sportmax has leveraged its industrial expertise to craft wardrobes that balance practicality, accessibility, and contemporary edge. The brand is at its best when it stays authentic, resisting the pull of fleeting fads. Pre-fall was a move in that direction, and while it leaned into ’90s nostalgia, the vibe had a zing to it.
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