Denim Culture

This year Sportmax collaborated on Denim Culture with famous Italian photographer Franco Fontana. Denim Culture is unique, creative, and experimental: a project entirely dedicated to jeanswear, whose unique nature is based on a collaboration with various artists from the worlds of music, fashion, and art. A capsule collection that is created each season by sharing and exchanging ideas between Sportmax and a leading figure.

Photographs are presented as prints on various denim items, as well as applique elements on T-shirts. People marvel at art pieces on clothes. The wearer becomes a living and breathing art-?-porter subject, very much in the spirit of Fontana who is quoted as saying the following: “Creativity is not about depicting life but about interpreting life”.

The colour palette starts with light blue and includes the signature hues of Fontana, including red, sage, emerald green, turquoise, and yellow.

The collection is available at the Max Mara flagship boutique, at BoscoVesna on Novy Arbat.