Sportmax makes archive documents available for sale for 48 hours

Sportmax, the trendy line from Max Mara, has launched the ‘Sportmax Archive’ project. Whether a market test or a communication ploy, the initiative is completely unprecedented for the Italian fashion group’s avant-garde line, which offers a selection of vintage items for sale for a limited time, just 48 hours.

Sportmax hasn’t specified exactly how many items are for sale, saying only that it is “a special anthology of looks from 2006.” The selection includes jackets, blazers, dresses, skirts and tops from the Sportmax pre-collections and ready-to-wear runway shows.

To access the sale, exclusively on the Sportmax e-shop, customers must first register for the label’s newsletter. The initiative started on Monday, April 22 at 2:00 PM CET and will end simultaneously on Wednesday, April 24. For the more fortunate fans who happened to be in Milan for Design Week, eight archive pieces were also available from the Sportmax store at via della Spiga last week.

Sportmax was founded in 1969 and has always been in sync with the latest fashion trends and social changes. It was one of the first labels to introduce the concept of ‘total looks’, with easy-to-combine items, especially dresses, sleeved tops, trench coats and knitwear. Tailored items, leather, pleated dresses, jerseys, colorful graphics and a sporty attitude are the other notable elements of the label’s style. Sportmax was first exhibited in Milan in 1976, well before its adult brother Max Mara.