SPORTMAX | Creative Director Graziella Malagoli Speaks

SPORTMAX

The Appeal of SPORTMAX, According to its Creative Director

Over 40 years since its inception, SPORTMAX continues to evolve. Grazia Malagoli, the Creative Director who has rarely appeared in the media, shares her thoughts on the brand.

By Miki Tanaka

A 30-Year Career with SPORTMAX

—You haven't often given extensive interviews, have you? To start, I'd like to ask about your career.

About me... (laughs)? I joined Max Mara in 1979, and I've been the Creative Director of SPORTMAX for nearly 30 years, so it feels like I've grown with the brand. Of course, there are still many things I want to do, but I'm very satisfied with what I've accomplished, establishing it as a fashion-forward and positive brand, which has been its core belief since its founding.

Grazia Malagoli, Creative Director of SPORTMAX

—SPORTMAX is about to celebrate its 40th anniversary. Could you tell us how it was born and how it differs from Max Mara?

SPORTMAX debuted in 1969, conceived from the start as an innovative brand proposing new trends. While Max Mara pursues ultimate luxury, SPORTMAX focuses on research in materials, silhouettes, and coordination, constantly innovating with the times while remaining trend-conscious. For example, Max Mara seeks luxury by using high-quality materials as they are and crafting them with the finest tailoring. In contrast, SPORTMAX finds luxury in modifying materials through research, meticulous tailoring, and attention to detail.

—In the approximately 40 years since you became Creative Director, how has SPORTMAX grown and changed?

Initially, it was difficult to present overly innovative proposals. However, as the years passed, it became increasingly important to introduce new concepts. I believe this is true for fashion as a whole; the demand for creativity has grown, requiring deep research into materials and tailoring techniques. Fashion was simpler in the past, but it has become increasingly complex. Yet, this complexity also fuels the desire to challenge ourselves with new things.

—How do your design ideas come about? For instance, how did the current Spring/Summer collection, now in stores, come to be?

Ideas can come from movies, books, or exhibitions... it varies by season. This Spring/Summer collection began with old photographs, evoking a 1960s image reminiscent of the film 'The Young Girls of Rochefort.' The silhouettes are wide and relaxed, and the material selection emphasizes these shapes.

—The Milan flagship store relocated and reopened during the Fall/Winter 2011 Milan Fashion Week. With its concept of a 'High-End Lifestyle Shop,' what new initiatives are being undertaken there?

The previous shop, built ten years ago, strongly reflected the minimalist trend of that time. The new store retains elements like the ceilings and windows of the original residential space on the second floor, harmonizing a human touch within a modern aesthetic to express a fusion and contrast of contemporary and vintage elements. This aligns with SPORTMAX's concept of valuing the heritage of a historic brand while exploring trends. I believe it's a shop where one can experience the world of SPORTMAX through all five senses, 360 degrees.

The flagship store in Milan, which relocated and reopened during the Fall/Winter 2011-12 collection period.

—What are your future aspirations for SPORTMAX?

A project to further enhance SPORTMAX is already underway. For example, over the past two years, we have renovated and plan to open new stores in various locations worldwide, including China. We also aim to deepen our collaborations with the art world.

GRAZIA MALAGOLI
Born in a town adjacent to Reggio Emilia, where Max Mara is headquartered. After earning a degree in art, she joined the Max Mara Group in 1979 and has served as Creative Director of SPORTMAX from 1982 to the present.

Max Mara Japan
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