Sportmax Unveils 2024 Fall/Winter Collection

On February 26, 2024, Italian fashion brand 'SPORTMAX' unveiled its Fall/Winter 2024 collection 'CAMERA OBSCURA' in Milan on the 23rd.

The Sportmax 2024 Fall/Winter collection was inspired by the vibrant style of the famous album 'CAMERA OBSCURA' by Nico, a German model, actress, and singer active in the 1980s.

Not only Nico, but the collection also pays homage to 1980s female music icons like Grace Jones, Debbie Harry, Annie Lennox, and Siouxsie Sioux through prints inspired by their album covers, adorning this collection's shirts, dresses, jackets, and knits with a unique style that celebrates these women.

This collection of Sportmax, set against a backdrop of dark spaces lit by red lights, channels the restrained sensuality of Rachel from 'Blade Runner', emphasizing a newly born waistline throughout the collection.

The collection draws futuristic, slim, and elongated silhouettes with contrasting layers of belts and textures, oversized outerwear with exaggerated shoulder lines, tailored blazers, ultra-slim coats, and knitted mini capes, while bustier style dresses and jackets highlight femininity with geometric cuts, padding, and crinolines, inspired by the art of corsetry.

Reflecting an era where different cultures intersect, the collection introduces a new style with shirts matched with fabric or black leather boxing shorts, quilotted shorts and curved leg trousers adorned with cowboy style neckties, inspired by the 'Buffalo Style' of the 1980s youth culture, infusing a sporty sense into the collection and adding a masculine contrast to femininity.

High-tech fabrics blend with tailoring, patent finishes, and PVC details to heighten the futuristic mood, while the revealing styles evoke the music of The Velvet Underground, 'Femme Fatale' or 'Venus in Furs' with which Nico was associated, with femininity being elaborately transformed through lurex fringes, layered transparent decorations, and pleats inspired by Origami.