Milano: S/S 2013 RTW – Sportmax – Backstage.

runway photograph courtesy sportmax press

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Milano: S/S 2013 RTW – Sportmax – Backstage. Optimism at Sportmax. Clear your mind. Fashion refresh. Reset and restart. 
 For the S/S 2013 collection no inspiring eras, no retro nostalgia. Just references to contemporary architecture mirrored in the structured silhouettes, pure lines, clear volumes and precise two-tones. 

Sportmax creative director, Grazia Malagodi Max Mara's chairman, Luigi Maramotti and Max Mara's legendary creative director, Laura Lusuardi.

Sportmax - backstage: Above hair stylist Paul Hanlon checks the hair "Just a messy pony tail, very graphic, clean hair and no product. " he said.

Sportmax - backstage: make up and hair

Sportmax – backstage: make-up. “Naturally cool and handsome girls.  I thickened the eyebrows using two MAC pencils, Lingering and Fling, the colors are foolproof.  I also used a cream blush on the cheeks to give a “pinching” effect.” Make-up extraordinaire Charlotte Tilbury using MAC products explained.

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Sportmax – backstage: make-up artists Charlotte Tilbury

Sportmax – backstage: a  diet snack

Sportmax – backstage: Hong Kong fashion stylist Ricky Kwok talks to model Lina Chang

Sportmax – backstage: an interview

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Sportmax- backstage.  The next generation of Maramotti chat with Max Mara’s Laura Lusvardi. Costanza, Alice and Caterina.

Sportmax - backstage: Creative director Grazia Malagodi checks the models before they go out on the runway 

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Sportmax – backstage: Crisp shantung, finished with touches of light obtained with bands in transparent plastic film; the technical organza embroidered and printed with windowpane checks; futuristic hounds tooth in a laser cut out, combining leather and tulle creating geometrical see through cut out.

   

Sportmax – backstage - accessories # 1: Bowling bags and zipped clutches emblazoned with positive/negative, go faster stripes or laser-processed hounds tooth checks. 

--> Sportmax – backstage. Fluid tank-tops, A-line folded skirts and trousers always above the ankles either soft peg or a pure cigarette silhouette, both featuring polished chrome hardware either with zips or plaques.  
 

 

  Sportmax – backstage – accessories # 2. Bi-color boots in cut off styles with architectural heels or a simple black and white pump.

Sportmax - backstage. Ignazio Maramotti and his daughters Caterina and Alice.

Sportmax - backstage