Sportmax S/S 2013
Runway at Sportmax Spring/Summer 2013
What could be more refreshing than a design house that eschews the need for a convoluted concept and focuses on simply creating beautiful, wearable clothes? Look at the runway for Sportmax this season and you’ll find no gimmicks, no ostentation, just a series of sleek outfits created with function in mind. There is still the air of glamour that comes with impeccably made, luxurious clothing, but it isn’t branded with any particular artifice, a fact that is Sportmax’s key strength and weakness. The minimal, without being simplistic look of the label is clean, appealing and nondescript to the point where you’re occasionally reminded of things you’ve seen before: a touch of Celine, a hint of Calvin Klein… Not bad names to be compared to, but a little individualism never hurt anyone.
That said, there was still something noteworthy about chic mix that appeared on the catwalk for spring. Several pieces were standouts, particularly the moments where shocks of head to toe color provided a jolt of energy. Jade leather on Patrycja Gardygajlo and Maria Bradley was a pleasant surprise, as were the final looks featuring the Sportmax interpretation of houndstooth. Laser cut leather precision on Hanne Gaby Odiele, was a fitting finish to a compelling collection.
Photos: Dirk Alexander for models.com
Text: Janelle Okwodu