Hyper-Reinvention for Everyday Living at Sportmax
Review of Sportmax Fall 2025 Fashion Show
By Angela Baidoo
THE COLLECTION
THE VIBE
Hyper-Reinvention, Influence of the eco-system, complex techniques
Fashion week across the big 4 is causing designers to consider the past, present, and future due to the current climate where lighthearted displays of frivolity can seem out of step. Yet, fashion is after all a business, and none more important to the Italian economy, so a little reflecting to remain resilient will naturally warrants a lot of soul-searching. At Sportmax, then as now, the focus is on highly evolved clothing that puts freedom above all else.
Todays press release reminded us that since 1969 the brand has “remained a cognisant response to its changing environment”. And for the last three seasons the pace at which they are travelling has morphed into hyper-speed. Clinically white collections of technical fabrications and innovative surface texture techniques appeared almost as if the uniform of an alien (female) species from another planet, aboard an intergalactic ship destined for better pastures, or a future version of this world.
The women who make up the brands eco-system were the catalyst for embedding fall 2025’s designs with intentional realism, todays notes paid their respects to “the artisans, designers, colleagues, mothers and friends who infuse Sportmax’s intellectual design language”. In meeting the needs of these women the sculpture became the defining silhouette of choice, from the brands signature doublé wool in trench/cape hybrids set off with fringing, to double ‘denim’ masquerading as denim as an innovative trompe l’oeil effect tricked the eye. And faux fur coats were also given an illusory appearance where the low pile was cut-into with a crocodile pattern. Classic tailoring was refreshed for the era of comfort-first style choices and engineered as a fully-fashioned knit.
As future-facing as the collection first presents the underlying desire was to create looks that communicate a sculptural sensuality, while the collection’s “complex techniques” will push to one side ingrained views of luxury as swept-under hems felt sporty and extreme fringing feels almost primal, while leather bonded with fleece added warmth as if a second skin.
THE DIRECTION
THE WRAP UP
Starting with a foundation built on simplicity Sportmax are creating new “Archetypes of the contemporary wardrobe” for the utilitarian needs of their multi-faceted woman today.
