February 24, 2012 Milan
Coats were a central conceit, no surprise for this Italian sportswear brand. They had a butch swagger, with boxy, masculine cuts; popped collars; or bold fur lapels. Dresses, on the other hand, accentuated the feminine, thanks to the curving, ergonomic contrast seams running up and down the sides.
The edgy and urban look was something of a departure for Sportmax, but Asia is a big theme for Fall, which positions the label well going forward. Still, the NC-17 lyrics for accompaniment on the soundtrack were a tacky step too far. Especially with the starlet Chloë Moretz, just turned 15, sitting front-and-center with her mom.