Sportmax Fall Winter 2023-24 Campaign

Sportmax maintains its status as a discreetly sophisticated brand, evident in its latest Fall 2023 campaign lensed by photographer Mario Sorrenti.

The Fall 2023 collection by Sportmax redefines traditional notions of gendered dressing, showcasing a liberated interpretation of cowboy style and 80s power-suiting, complete with reclaimed suspenders. These elements are skillfully employed to convey a fresh perspective on powerful and contemporary young womanhood.

Sorrenti's campaign imagery strategically places the design philosophy at the forefront, with nuanced camera work subtly enhancing its vibrancy. Many of the portraits are characterized by reflection, incompleteness, and distortion, mirroring the fragmented nature of contemporary life. The collection's response to this reality is articulated through the idea that in the absence of wholeness and unity, individuals must construct their own identity from the diverse components of cultural remnants available to them. Presented against a sleek, almost sterile modernist interior backdrop, the overall effect is undeniably provocative and cool.