Inside Sportmax’s 50th Anniversary At London’s Maison Assouline

All the fashion tastemakers and style mavens spotted at the anniversary celebrations

In commemoration of the Italian label’s revolutionary vogue-centric fashion designs, Sportmax welcomed a whole entourage of fashion tastemakers and style mavens to its anniversary celebrations held at the Maison Assouline, London. Renowned for its undertaking in blending sportswear and countrywear details across poetic and contemporary tailoring, the label has continued to excel in delivering innovative feminine styles for the modern woman.

Specially for the joyous anniversary celebrations, Sportmax also debuted the launch of an exclusive book, ‘SPORTMAX’ THE BOOK, charting the journey of the fashion house’s endeavour over the last fifty years. Published by the luxury publishers Assouline as part of its Legends Collection, coupled with the editorial prowess and critique of Olivier Saillard and Luke Leitch respectively, the book covers everything including the inception of the label in 1969 by Achille Maramotti. The book also documents the evolution of the house’s trendsetting collections amidst the era of Swinging London and key collaborations with influential designers like Nanni Strada, Jean-Charles de Castelbajac and Guy Paulin together with the great photographers Sarah Moon, Peter Lindbergh, David Sims and Craig McDean, who have assisted in forging the brand’s design identity and international vision to what it is today.

Scroll on to see all the fashionable guests and the entire anniversary celebrations.

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