The new Sportmax bag is an ode to softness

Sportmax was undoubtedly one of the absolute protagonists of Milan Fashion Week, now drawing to a close, for several reasons. There was the runway show at the Pinacoteca di Brera, where the Spring/Summer 2025 collection was unveiled to the world in all its splendor and fluidity—a perfect fusion of opposites, between the rigorous solidity of the silhouettes and the lightness of the colors and materials. Following this was the activity at the Sportmax store on Via della Spiga 20, where one of the collection's standout pieces, the Soffy Bag, could be experienced firsthand. Simultaneously, the bag took over the streets of Milan with a street shoot that showcased its versatility in the heart of the city.

The Soffy Bag Is an Ode to Softness

Even the strictness of a shape can reveal itself to be incredibly soft. Perfectly nestled in this play of contrasts is the debut of the new Soffy Bag, ideal for the spring/summer season. Its geometric lines are delicate and soft to the touch, made from padded nappa leather and available in new shades of white, coral red, and sky blue, naturally in a cloud hue. How could it be otherwise?

It's not over yet. Adding a recognizable and bold touch to the bag is a new S-shaped buckle, evoking the Sportmax logo with a geometric design. A metallic detail but also a functional accessory, it allows the shoulder strap to be adjusted, making the Soffy Bag wearable not just on the shoulder but also as a clutch. Closed by a front magnetic clasp, the bag molds to the body with its material anatomy, making it perfect for special occasions yet practical and sophisticated for everyday city life—a stylish addition to any look. This was proven by the turnout at the store event, where many people gathered to admire Sportmax's latest creation up close. Now, from September 23 to September 30, from 10:00 AM to 7:00 PM, you can continue to visit, admire, and even purchase the item, with a dedicated photo area and a Polaroid to take home as a memory of the experience.

Where to buy the Soffy Bag

Available for purchase from September 20 on sportmax.com and in the boutiques in Milan at Via Spiga 20 and in Paris at Rue Des Saints Pères 72, the Soffy Bag perfectly embodies Sportmax's values, speaking to a modern, dynamic woman who is perfectly comfortable amidst the contrasts of contemporary life, with a special eye for details and beauty. This was demonstrated by opening up to the public because beauty needs to be experienced firsthand.