Sportmax Spring Summer 2024 Fashion Show

Sportmax Spring Summer 2024 Fashion Show

Sportmax Spring Summer 2024 collection fashion show at Milano Fashion Week SS24 (September 22, 2023).

Sportmax's spring show was a departure from the ordinary, held in an industrial space in eastern Milan, where the ambiance resembled a futuristic science lab. The white square-tiled catwalk featured a glass cabinet filled with conspicuously fake tropical plants and flowers, setting the stage for a unique and thought-provoking collection.

The Natural vs. Cultural Duality - The collection explored the dichotomy between "natural" and "cultural" in a world that often struggles to reconcile these two realms. The show notes hinted at a minimalist and retrofuturistic vibe with a '90s influence.

The Enigmatic Women - The models, clad in clinical white ensembles, donned bubble-heeled sandals, flats, and carried sculptural bags reminiscent of sleek space shuttles. They exuded an enigmatic aura, resembling women scientists, avant-garde art dealers, or priestesses of a scientific faith.

Architectural Garb - The collection featured architectural garments, such as razor-sharp coated linen dresses cut just above the ankle and worked on the bias. Oversize stand-up collars were a recurring element, adding a brutalist quality to the designs. A glossy peach pink satin peacoat-cum-frock looked as if paper sheets were wrapped around the model's body.

High-Tech Meets Dystopia - High-tech fabrications contributed to the collection's captivatingly dystopian aesthetic. A padded skirt with an apron-like overskirt and a ladylike shirt and pencil skirt ensemble made from see-through shiny organza added to the sci-fi allure.

A Contrast of Organic Elements - Amid the sci-fi influences, there were organic elements, such as gauze-like distressed and frayed knit strapless frocks adorned with floral appliqués and fishnet flapper dresses crafted from pearl strings. Prints of electronic devices with protruding floral stems added an intriguing contrast, borrowed from the "Postnaturalia" installation by Krištof Kintera, the Czech artist behind the show's centerpiece.

Sportmax's Spring Summer 2024 collection took fashion to a futuristic science lab, exploring the balance between the natural and cultural worlds. The juxtaposition of high-tech materials and organic textures created an enigmatic and captivating runway presentation.


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