The new Sportmax bag is an ode to softness In Via della Spiga in Milan, the possibility to experience the Soffy Bag

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.

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.