In the fascinating world of Sportmax’s spring-summer 2024 collection, the questions flowed as freely as the creativity. The audience stood around what appeared to be a recreated version of Marc Quinn’s Garden, 2000– a raised display case of lush tropical flora – and were invited to reflect on the interplay between the natural and the synthetic.

Thought-provoking showcase

The Sportmax Spring Summer 2024 collection opened with a range of eye-catching silhouettes in pristine white. Corset-like bodysuits, rubberized shirts, structured oversized tops and layered blazers set the tone. Tubular dresses depicted lifelike floral motifs, while transparent ensembles were modeled on delicate floral wraps. As the show progressed, bright floral tones took center stage. An orange-pink jumpsuit, gracefully dragged by a model, opened this colorful journey. Green and red creations followed, paving the way for the purple, orange, pink and blue-green shades that defined the collection. A purple sheer button-up dress and a peach rectangular dress, with an eye-catching cover up to the chin, showed the versatility of the collection. The garments were innovative: stretch knits, mesh fabrics and colorful, translucent layers were combined with opaque elements. The collection returned to its original origins with organic, deliberately crumpled dresses that seemed to hug the models’ bodies. The Postnaturalia series by artist Kristof Kintera found its place in the collection. It shows flowers and herbs created from dismantled circuit boards and encourages reflection on screen time and virtual and tangible experiences.

Awakening to contemplation: the refreshing message from Sportmax spring-summer 2024

Amidst the frenetic Milan Fashion Week, Sportmax’s Spring Summer 2024 collection invites you to wake up and smell the roses amidst the whirlwind of modernity. Our world is increasingly interwoven with advanced technology and sophisticated gadgets that entangle us in a web of instant gratification, algorithmic speed and the lure of digital platforms. But much like Marc Quinn’s garden, the Sportmax spring-summer collection invites us to reconnect with the contemplative and mystical side of life.

You can find the whole Sportmax show here.

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