NEW YORK, Oct 18, 2009 / FW/ — When Sportmax unveiled the MMIX installation last September 10, it also launched the MMIX series that features exclusive performances throughout Fall 2009 at the Sportmax SoHo location the first being a musical performance by Seb Leon & Kyle Fischer on October 15th.
With what the MTV viewers will call “unplugged”, Seb Leon on Guitar and Kyle Fischer on Lap Steel guitar together Konrad Meissner on percussions performed original songs and music for a very intimate group of 70 guests.
Hosted by Brigid Berlin and Buckley, attendees included Ian Griffiths who is part of the Max Mara design team and Giorgio Guidotti, President of Worldwide PR & Communication of the Max Mara Fashion Group, Mara Hoffman, Fred Allard, Franck Salzwedel, Jodi melnick, Karla Martinez, Charlie Couture, Warren Ho, Eddie Brannan and Jay Johnson among others.
The next event will be on November 12th, a dance performance by Jodi Melnick and on December 10th, which is going to be a dance performance by Andrea Miller & Gallim.
Born out of Achille Maramotti’s fascination by the innovative atmosphere of swinging London during the 1960s, Sportmax was launched in 1969 as a more practical and informal proposal with respect to the stylistic and tailoring tradition of Max Mara. The timing could have not been perfect!
The year 1969 defined a generation marked first by Woodstock and the galvanization of the new young eclecticism that started in London, which would soon cross the Channel to Europe and the Atlantic to America.
And just like the 1950s, when Max Mara brought the sophistication of Paris Haute Couture, and the concepts of industrial production in the United States –introducing the first true idea of prêt-a-porter to Italy and offering women an accessible formula for approaching high fashion – in 1969, Maramotti picked up the new English trends that would soon transform the tastes and needs of the new generations.
Since that time, Sportmax anticipates and synthesizes the important fashion themes every season in a collection with an international feel, geared toward women who enthusiastically follow the evolution of style and appreciate contemporary research on materials and forms.
It is a collection which, along with the most recently introduced line, Sportmax Code, continues to maintain the features of dynamic uniqueness that were present from its inception.
Photos by Fran Roberts