In the midst of the epoch-making social and cultural revolutions, looking at the young people in Swinging London, Maramotti decided to launch SPORTMAX, the first Italian example of a coordinated wardrobe offering trend-setting style collections without ever losing sight of Italian high quality and savoir faire. In 50 years, many creative style and image professionals have moulded the brand history. Its success is the result of team work, rather than that of individual stylists. This is why the collaborations have never been explicitly stated, despite including key names of the calibre of Nanni Strada, JeanCharles de Castelbajac, Odile Lançon and Guy Paulin, who have contributed to defining the brand’s aesthetics and international vision.
The book – divided into five decades, from the Seventies to today – narrates the work of major fashion photographers, from Sarah Moon to Peter Lindbergh, who in the mid-Eighties immortalised top models and new faces, including the very young and as-then unknown Yasmine Le Bon, and an unfledged Carla Bruni. And again, Albert Watson, Marc Hom, Inez van Lamsweerde and Vinoodh Matadin, Mert & Marcus, Craig McDean, Roe Ethridge, up to David Sims, whose strong, timeless images interpreted the SPORTMAX collections for several seasons. And it is precisely one of Sims’s images, with its energy and dynamism, that was chosen
for the book cover. This precious coffee table book includes some previously unpublished documentation, with drawings, backstage photos, editorials and campaigns, as well as a series of special images in which the French photographer Grégoire Alexandre interprets a selection of iconic garments from the Seventies to today.