19 February 2020
The Weekly
Sportmax takes over Rinascente’s WindowsSportmax takes over Rinascente’s Windows

In conjunction with the Milan Fashion Week, the brand is celebrating its anniversary with eight special showcases that overlook Rinascente on Piazza del Duomo in Milan. Sportmax, founded in 1969 by Achille Maramotti as the most experimental collection of the Max Mara group, reached its 50-year milestone and traces its history through art and fashion.

The capsule collection is called #SportmaxAnniversary and is inspired by the 70s style of clothing with typical details, such as the stitching-décor with a shaded effect. Robert Carsen, a leading figure in the world of opera and theatre, has produced different ‘window displays’, which reflect the shades of red, blue and green on which the collection is based and create horizontal, vertical and circular bands at the centre of which dominate the mannequins.