Sportmax Does Ski Clothes for the Boardroom – and It Totally Works

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For those of you who have spent the past week glued to the television, watching the drama of the Winter Olympics unfold in Pyeongchang, South Korea, Sportmax’s Fall/Winter 2018 collection will look awfully familiar. Plucked from the winter sportswear category, this presentation fused smart, business casual elements like checkered suits and knife-pleated midi skirts with après-ski components like slimline turtlenecks, patterned knitwear, and even a few looks depicting skiers schussing downhill. Blended together, these disparate themes resulted in a look that’s perfect for when you have to conquer the slopes and then meet a client for coffee.

Photo: Courtesy of Imaxtree

And like Lindsey Vonn in the giant slalom, Sportmax’s collection raced by the seated guests, as if to suggest the kinetic potential of the clothes. Fast moving models flew by in swishy Lurex frocks, oversized nylon pullovers, wool dresses with elegant rounded shoulders, bib-front knits, and thick puffer coats. If sporty color-blocked dresses and utilitarian outerwear aren’t your thing, maybe you’d be interested in mesh-and-sequin dresses instead, because they were on offer as well.

With this collection, Sportmax exemplifies athluxury – or athleisure with a luxury price point – better than most have dared.

Like the aesthetic of the clothes, the accessories were also sleek and sporty, evidenced by tight leather gloves, handsome belt bags, and cool patent brogues. Sportswear used to be a distinct and formal category of fashion, but now its modes and motifs are diffused throughout the whole of the industry, spawning a new category: athleisure. With this collection, Sportmax exemplifies athluxury – or athleisure with a luxury price point – better than most have dared.

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