Sportmax AW18 Was The Ultimate Flirtation Between Style And Comfort

Milan came ready for the British weather.

Sportmax flirting fashion and comfort

'Go faster' stripes and parachute shapes and hardware inspired the wearable workwear from Sportmax this season. The brand's AW18 show presented a more literal take on its name, with the looks grounded in sportswear.

It's been 50 years since the brand was founded, and, consistent as ever, materials from the running track still form the basis of their seasonal offer. Yet, of course, Max Mara's sister brand updated them with grace, taking inspiration from athletic pursuits while remaining wearable.


With models' hair styled into no-nonsense up-dos, embracing their natural texture and pushed behind their ears, the clothes, similarly, looked ready for action.


Waterproof cagoules, perfect for a walking holiday, preceded ski-ready tops and dresses that could have been re-purposed from wet suits. A nod to equestrian-wear with fit and flair blazers in check print paired perfectly with puffers and ski-trousers that wouldn't look out of place in a snowboarder's closet.


Fabrics were important, lifting the sportswear to casual-luxury with nylon lacing and waterproofs among the cashmere, lurex and leatherwork.

The white boot, a current catwalk staple, showed its practical side with thick, rubber soles, while silk 40's-style dresses were styled over long-johns. Boots and gloves were worn with sequin dresses and statement earrings in what the brand called a, 'never ending flirt between fashion and comfort'.


The stand out piece? A floor-skimming glitter tank dress that made a neat summary of the fashion and function flirtation that the band referenced.

It may have been Milan Style Week, but looking at the whole collection, Sportmax came ready for the British weather.

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