MILAN–Sportmax, the kickier, more gently priced label from MaxMara, was inspired by the 1967 French musical Les Demoiselles de Rochefort for Spring. True to their inspiration, Sportmax showed plenty of schoolgirl-ish A-line dresses with deep-v pleats in the front, just like the ones Catherine Deneuve wore in the film (or Madeleine wore to school). In keeping with that playful, youthful ’60s vibe, models were styled with peppy swinging ponytails. To emphasize the light and cutesy mood of the show, a butterfly motif ran throughout–in prints on dresses, and appliqued on boxy sheer organza button downs.
While the show opened, like many others this month, with all-white looks, the palette soon moved into bright poppy, hot pinks, and yellow. Finale party dresses were sequined and color blocked with low open backs to give that wholesome school girl who opened the show some sex appeal. In between the slinkier sequined looks and the crisp white, khaki and navy trapeze dresses that opened the show, outerwear stood out. Dusters were embellished with zippers and drawstrings, and trenches and raincoats were cropped and glimmered in patent leather. Fitting since the Sportmax girl seems like just the type to relish in some puddle jumping during a rain shower. The label will just have to equip her with the perfect wellies.
Click through for more photos from Sportmax SS2011.