This holiday season, skiers bemoaned the lack of snow on the mountains in Alpine hotspots from Gstaad to Aspen. Many of those who spent top dollar to ride out the season at luxury mountain resorts wound up spending as much time nursing hot chocolate at the chalet — or toasting champagne at après — as they did on the slopes.
That was no bad thing for brands. Ski season is fast becoming a key selling period for brands and retailers, as top-end consumers increasingly build out full luxury ski closets. And with more options than ever — from challenger brands like Perfect Moment to performance offshoots like Moncler’s Grenoble — more luxury brands are offering up technical gear with accessories to boot, to get customers prepped for their winter escapes.
At Milan Fashion Week Men’s, ski influences were splashed across the runways, and brands including K-Way and Armani’s EA7 held ski-inspired events, ahead of the Winter Olympics taking place across Milan and Cortina d’Ampezzo from February 6.
“This ski season has kicked off exceptionally well for us,” says Tiffany Hsu, Mytheresa chief buying and group fashion venture officer, noting that the category has continued to grow year-on-year. “Compared to previous seasons, we’ve seen an even greater enthusiasm from our customers, driven by a combination of innovative product offerings and an increased desire for luxury performance wear. This positive trajectory underlines the expanding appeal of ski gear not just as functional apparel, but as a key lifestyle statement within our assortment.”
Tech hits
Pinterest anticipates the rise of “darecations” this year, meaning consumers are booking high-octane travel as opposed to restful beach vacations, whether it’s planning high-adrenaline ski trips or traveling for global sporting events, says global head of trends and insights Sydney Stanback. To this end, Pinterest is seeing increased searches for technical gear. “As consumers embrace more adventurous and high-adrenaline travel, they’re increasingly interested in technical gear that prioritizes both performance and style,” she says. Searches for “ski fits aesthetic” are up 315% year-on-year, “Winter Olympics aesthetic” up 180%, “baggy ski fit” up 950%, and “puffer jacket outfits for women” up 1,400%.
The growing appeal for this functional-fashionable overlap is a win for high-end brands amid a tough luxury environment. The more technical the gear, the more expensive. At a time when high price points are tough for customers to justify, a luxury item that serves a functional purpose is, perhaps, an easier sell than a $5,000-plus handbag or a $2,000-plus sweater. When snow hit Paris in early January, snow boots were trending on TikTok as denizens pulled out their Chanel and Gucci stompers to wear around the city.