SPORTMAX – Denim Culture SS21 Capsule Collection

Creativity doesn’t illustrate, it interprets life.”, Franco Fontana

The photos of Franco Fontana become art-à-porter
for the fifth all-denim capsule collection

“Make the invisible, visible”
Franco Fontana

Out from the vast, seemingly immobile landscapes photographed by Franco Fontana
emerges the unstoppable power of life, full of energy and colors. His most intimate
photos exude a distinct, all-knowing charm. The storytelling changes but the strong
affinity between Fontana’s work and the Sportmax aesthetic endures —fortified after
the latter invited Fontana to transform eight of his most impactful works into wearable
photographs on Denim Culture collection which has been shot by the photographer

Denim Culture is 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.
In the fifth edition, for the SS21 collection, the Denim Culture capsule collection
converses with a great, talented photographer from Modena.
The photos were reproduced onto various denim garments and a series of t-shirts to
afford one the experience of observing a piece of art expertly positioned on clothing.
The wearer thus has the pleasure of not only wearing this work of art, but also
becoming a living and moving installation of art-à-porter, in the true spirit of Fontana,
who said: “Creativity does not illustrate, it actually interprets life.”

Born in Modena in 1933, Franco Fontana is considered one of the most prominent
exponents of color photography. Since the 1960s, he has garnered international
recognition for his depiction of color, space and shapes and his researched approach
to light. His most celebrated series Landscapes was presented in 1970, launching a
career trajectory that would take Fontana on an exploration of the urban landscapes
of the United States. Through his urban landscapes, Fontana garnered recognition for
his interpretation of the human presence told in metaphysical terms. He later
immersed himself in the microcosm of asphalt and metropolitan pavement.
The Spring-Summer Sportmax lineup was inspired by Fontana’s renderings and
includes oversized, voluminous trousers, figure-embracing dresses, as well as tops and
bustiers shaped by necklines that beckon the simplicity of nude skin.

Across the board, Fontana’s images animate the collection, awash in an all over print
that adorns parkas; ample, half-sleeve jackets; wrap and short, slimfit skirts and soft,
roomy pants. The photos are also framed in the front of a sleeveless top with puffy
shoulders, a straight miniskirt, a bustier and two dresses: micro and form-fitting, and
another flared midi-skirt fashioned with pleats. T-shirts are also fashioned in a similar vein-with ribbed
collars and roomy proportions, emblazoned with prints or finished with a framed
The gamut of colors commences with light blue and calls to mind the hues of Fontana’s
signature works – famous for their swathes of red, sage and emerald green, turquoise
and yellow.
The Sportmax Denim Culture collection dedicated to Franco Fontana’s photos will
arrive in stores by the beginning of March 2021.


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