Under the creative vision of Grazia Malagoli on September 2019, Sport Max presented its Spring Summer collection in Milan.
The collection set sail quite literally, on a journey with a sense of freedom and levity inspired by the artist Daniel Wurtzel known for his large- scale kinetic sculptures and installations. Artworks which communicate a sensation that frees the body and soul. The collection powerfully mixes neo-romantic femininity and Sportmax’s signature interpretation of tailoring. The flying fabrics, the triangular shape of the sail, ropes and stitching define new silhouettes. The attitude of this aesthetic code turns around the idea of lightness, movement and femininity.
Italian show producers, Random, reached out to to the a creative studio I was creative producer for at the time in London, Satore, to implement lighting design for the show.
Our brief entailed lighting design that would complement the stage design which entailed flowy white fabrics hanging from the ceiling above the runway, imitating boat sails. The lighting implemented represented the tailoring, delicate fluidity and transparencies of the theme of the show. It was bright enough to expose the materials of the collection, especially for the photographer's and media. Overall we brought a very energetic, feminine but edgy type of atmosphere to the show and the music.
Disclaimer : Photographs are my own & property of external sources.