
SPORTMAXMFW | FEBRUARY 2025
For its Fall-Winter 2025 collection, Sportmax delves into its heritage of continuous evolution—dating back to 1969—while looking forward through “hyper-reinvention.” Presented at the all-white “Besana” venue in partnership with Random Productions, our team designed a soft lighting scheme that gently highlighted the space and underscored each piece’s textural depth.
Honoring Sportmax’s legacy of experimentation, the collection reimagines archetypal wardrobe staples with innovative techniques. Signature doublé wool returns, sculpted into layered or trompe l’oeil denim effects, while raw denim is tailored and cut up into both familiar and unexpected silhouettes. Faux-fur coats replicate crocodile with short-haired jacquard, and leather is paired with bonded fleece or stamped in python for added warmth and refinement. A fully-fashioned knit suit offers a sleek alternative to traditional suiting.
Subtle fringe details—laser-cut or slashed into the fabric—bring dimension to outerwear and accessories alike. Meanwhile, soft leather fringe bags echo the collection’s fluid lines, and the iconic Soffy bag reemerges in laminated or snake-stamped variants. Complementary footwear features low, translucent heels for balance, paired with modern eyewear and twisted metal jewelry. Throughout this thoughtful presentation, Sportmax celebrates freedom and reinvention, encapsulating its enduring commitment to progressive design and empowered self-expression.
Blearred Team
- Lighting Designer
- JORDAN BABEV, IVAN RUSSO, MATTEO MASINI
- Lighting Programmers
- DANIELE PAVAN
- Lighting Director
- DANIELE PAVAN
- Lighting Tech Drawings
- OLEK MAR'YANOV, FRANCESCO RIZZOTTO
FULL CREDITS (5)
Creative Team
- Set Design
- RANDOM PRODUCTION
- Lighting Design
- BLEARRED MILANO SRL
Production Team
- Production Company
- RANDOM PRODUCTION
Suppliers
- Lighting Equipment
- NOVELTY
- Audio Equipment
- NOVELTY




