Scene setting: With an up tempo soundtrack of Kate Bush’s Running up that Hill, Sportmax were on track for A/W 2017, imagining a white athletic-focused runway covered with black arrows and running field lines.
Mood board: Sportmax’s athletic theme, an intrinsic component to the Italian sportswear brand, was echoed throughout the collection, in slogan-focused prints and knits emblazoned with go-faster phrases like ‘Ready Steady Run’. A collection conceived in elegant navy, white, black, and with flashes of orange, zip-detail nylon came in the form of tapered trousers and parkas, denim-inspired felt jackets were boxy and oversized and the waists of black-and-white panelled dresses cinched with metal rock-climbing clips.
Best in show: Renowned for its knitwear, more enduring pieces included a black ribbed jumper with ballooning architectural sleeves, and a black and white panelled polo-neck with a huge folding collar.
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
Sportmax A/W 2017. Photography: Jason Lloyd-Evans
