Sportmax

Sep 2023

The Sportmax Fall 2023 ad campaign serves as a masterclass in architectural fashion photography, defined by its commitment to editorial minimalism and precise, controlled compositions. Through a series of stark, high-end portraits and full-body studies, the campaign channels a restrained intensity that lets the complex tailoring and high-gloss textures of the collection take center stage. Under the lens of photographer Mario Sorrenti, the visuals lean into a neutral, desaturated palette, frequently punctuated by bold reds and shimmering metallic chainmail, creating a striking contrast against minimalist studio backdrops. The project highlights an interplay between smooth, modern silhouettes and tactile details—such as snakeskin patterns, faux fur, and oversized floral chokers—all brought together by a sophisticated styling team including Elodie David Touboul and Victoria Fawole. The execution emphasizes clean lines and geometric framing, with lighting choices ranging from diffused natural light to precise studio strobes to accentuate the reflective properties of fabrics. With hair by Damien Boissinot and makeup by Lisa Butler, the models, including Ella Mccutcheon, adopt a composed, neutral aesthetic that aligns with the brand’s professional and high-fashion sensibilities. Set design by Giovanna Martial reinforces this sterile, architectural environment, ensuring that each look—from sharp beige trench coats to structural backless dresses—is presented with maximum clarity and deliberate, polished elegance.

Editorial

Natural light

Luxury Fashion Houses, Fashion, Fashion