Sportmax

Achille Maramotti, who had founded Max Mara in 1951, launched Sportmax in Reggio Emilia in 1969 as one of the first coordinated wardrobes: separates sold individually and mixed into a complete look, inspired by American sportswear and the youthful freedom of Swinging London. He entrusted its image not to a designer but to Lison Bonfils, a former model and fashion editor at French Elle, and the line remains the more experimental, fashion-forward voice of the Max Mara group.