"Over 50 splendid years, Sportmax has infused daily life with poetry. They are recited everywhere where women seek clothes that eschew ostentatious excess in the favour of timelessness," said Olivier Saillard, the editor of the Sportmax book, at the launch attended by legendary figures of fashion such as model Erin O'Connor and British royalty Lady Amelia Windsor. The book is divided into 5 decades starting from the 1970s and tells the story of Sportmax's evolution as a brand that promotes Italian savoir faire complete with stunning visuals.

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