Yes! We can finally indulge ourselves in the new Sportmax spring 2016 campaign! It’s so fresh and unique that it feels almost like a vacation from all the calculated and redundant collections, sometimes also known as the classics.
Sportmax is a breath of fresh air … or perhaps a piece of juicy citrus fruit, with all this vibrant orange and yellow you can nearly feel the sour taste in your mouth. You think there is something fishy about this ad campaign? Look again, a few images do look fishy, but only in the literal sense of the phrase.
The inspiration, as we already know, was taken from the sea, just like in case of its sister brand Max Mara. Sportmax mixed it with the urban style and ended up with a spectacular collection we all loved. The campaign takes the same collection and expands it more … much more. The splash of colors is under a huge stress, the decorations are so noticeable that you observe the image as a whole, and not just the garment itself, which is very surprising considering the fashion goals are entirely the opposite.
Well, maybe Sportmax just wants to sell the story to us, instead of a dress. In fact, we would much rather purchase the story, than the dress so they are on the right track.
White, black, navy blue and orange … these are the four main colors that make up the Sportmax spring/summer 2016 campaign. We can also see shades of yellow, brown, and red, and they complete the puzzle that is starting to look like a cubist painting.
After you’ve picked up the bits and pieces from different colors, and allowed that to soak in, move on to the designs. Forget what you’ve seen on the runway and look at the collection from an entirely different viewpoint.
The collection is featured with the help of the elegant Italian model Mariacarla Boscono, a delicate beauty in among the waves of the sea. The main purpose of this collection is to make every piece practical and ready-to-wear. You can slide into a dress from this collection during the photoshoot and go out to the streets; you will look stunning … and comfortable.
A-line dresses, jumpsuits, wide-leg pants, slightly oversized shoulders – all these are to give you two of the most desired qualities a fashion piece can give – comfort and elegance. Thanks to the beautiful fashion palette and clean-cut designs, the collection does have the best qualities of high fashion. In the meanwhile, being a supporter of comfortable clothing, there is space in almost every outfit for you to move freely and feel the sea breeze and the urban drive. Feel the inspiration behind your clothes, as that’s the main message of the designer.
And let those ropes not scare you; they are made to make sure your boat stays where you want it to stay, so use the opportunity, wear Sportmax, and experience the urban sea.
Photos courtesy of Sportmax