I can’t even remember the last time I posted about something that I hadn’t had some degree of creative input into – such is the nature of this blog. However, after effectively frothing over this campaign on Whatsapp with Zanita, there was no way I couldn’t submit a late Christmas wish to the Universe.
To date, Sportmax has never failed to win me over. As much as Nicole Phelps will poke fun at their adventures in transparency, the brand’s philosophy surrounding visually perfect proportions and unreferenced simplicity is certainly an under-sung hero of Milan and the internet styling sphere as a whole. Don’t get me wrong, I definitely understand your irrational Alexander Wang, 3.1 Phillip Lim, and Céline obsessions. I’m just as dire a victim. But let me put it to you this way – there comes a point when the repetition doctrine of viral advertising becomes self-fulfilling and mildly laughable. Remember how badly we all wanted those Acne wedge boots? Those YSL Arty Rings? Why was every pretty lady snapped by Tommy toting that Wang bag? Can I be cool too? Will you marry me?
And just like that: Sportmax to the rescue. Laura Kampman babing at the helm. Every season, I wishlist the uninhibited clean lines and boxy silhouettes vibing superwoman on a health kick. These guys prove that the industry isn’t about having as many people as possible buy one product – because velour onesie soccer mums can buy Chanel too. This is about having the right influencers, models, consumers, with the right style styling your absolutely timeless pieces. I like that Max Mara hasn’t allowed this brand to be boxed in by the cuts and colours their clients and press prefer. And I wouldn’t mind if they remained one step away from virality – I like being surprised and pleasantly besotted every six months.
And god dammit do I want that leather jacket and skirt set.