THE NEWS in tailoring? Sportmax AW25 campaign, which presents a continuation of the brand’s exploration of tailoring, structure, and movement. Pegged from the runway show, the campaign focuses on crystallising motion.
Sportmax AW25
Sportmax AW25
Shot against a stark white backdrop, the images transform dynamic gestures into sculptural stills, capturing the essence of a woman in movement. The result is a series of portraits that distill the energy of the collection into timeless visuals – where bold silhouettes, exaggerated proportions, and disruptive colours are suspended in a moment of clarity.
Sportmax AW25
Sportmax AW25
Sportmax AW25
The campaign amplifies the contrasts at the heart of Fall 2025: maximalism and minimalism, precision and excess, seduction and rigour. From the disruptive power of a red coat in motion to the fluidity of draped jersey, the images highlight Sportmax’s craft while celebrating the strength and elegance of the woman who embodies it.
by Chidozie Obasi