Cyprus Finest (issue 2, Spring 2018) #8 Cyprus Finest (issue 2, Spring 2018) | Page 23

Introducing
SPORTMAX
to Cyprus
If you know the fashion industry,
you already know that SPORTMAX
is a part of Max Mara. Sportmax
was introduced in 1969 and has pretty
much had its defined spot in the fashion
world since. As the name reveals, the
design core includes a sporty and
functional fashion, always mixed with
the refined and feminine style presented
in Max Mara’s collections.
SPORTMAX SPRING 2018
SPORTMAX spring 2018 collection is true to
the theme of the brand. It’s functional clothes
meeting a refined style with elements of the
1940s. Moreover, it’s athleticism and a subtle el-
egance all in one. It’s kind of basic from a color
perspective, including typical sporty colors of
white, black, navy blue and tan. Green and light
blue were done as accentuating shades ac-
companied with stripes and a floral print. Skirts,
dresses, jackets and tops were in center of
attention when talking specific clothing pieces.
The silhouette is quite the 1940s with a subtle
inverted triangle being present in every other
look. The waists are slightly accentuated, often
with a striped belt or a same colored one. Except
the belts used as details, placement of pockets,
flow of fabric, marked hemlines and stripes
were used to create the look. The belts, pockets,
stripes, materials and marked hemlines all con-
tributed to the functional and sporty look whilst
the silhouette, flowy fabrics and style of clothes
were slightly reminiscent of the 19