SPORTMAX celebrated its 50th-anniversary last year, and for AW20, the brand reimagined some of its most iconic coats and dresses for their latest collection. This collection was set in a colour scheme of grey, blue, red and black, with subtle hints of tanned and patent leather, not to mention the sparkling floral print that was scattered across the tailoring this season.
Sportmax knows how to cater to the shifting needs of modern women, carefully balancing and combining trends with lifelong closet staples. For AW20, Sportmax looked at structured tailoring and appeared to have even looked at equestrian uniforms in their suiting, offering slinky silhouettes with buckles and frilly shirts, topped off with dainty leather bow ties. Luxurious Italian leather was used as an insert, an accessory and armour in the collection. The collection also presented an array of selvedge denim looks, which offered an interesting juxtapositioning to the already beautiful collection which was composed in thick wools, cashmere and creamy velvet fabrics.
Several looks featured knitted opera gloves in cashmere and lurex, which gave the collection a sense of drama, whilst the thigh-high patent boots gave the collection some much-needed edge through the muted cold colour palette. The ornamental dresses championed the collection this year, making the showgoers squint as the models walked passed them, proving that at Sportmax, the devil is in the details.
Written by Madeleine Holth for Love Magazine