The skiwear category has “exploded” post-lockdowns, says Jane Gottschalk, co-founder of London-based luxury skiwear brand Perfect Moment, which she took over in 2010 with her husband Max Gottschalk. Perfect Moment was the first ski brand to be stocked on Net-a-Porter, making its debut 10 years ago, says Gottschalk, speaking from a trip with brand investors Nick Jonas and Priyanka Chopra in US luxury resort Aspen. “We brought back the one-piece ski suit and updated it using the latest technical fabrics to make sleek, streamlined fits that resonated with our female customer who felt comfortable and chic — not something that skiwear had historically been known for,” she says. “It sparked a new wave of technical, slim-fitting skiwear that is now so popular.” Sales doubled during the pandemic in the US, where resorts stayed open, making up for a 50 per cent decline in Covid-hit Europe.
The big luxury brands have been busy. Louis Vuitton launched a first women’s ski collection in December 2021, complete with ski boots, goggles, jackets and après-ski layers, followed by men’s ski a year later, designed by the late Virgil Abloh. In January 2023, Gucci launched Gucci Vault Altitude, a limited edition assortment of ski gear and alpine-inspired pieces from eight labels including sports brand Head, snow shoe company Moon Boot and knitwear label The Elder Statesman. Pucci collaborated with Fusalp and Mytheresa on a ski collection (and experiential trip) in December, with influencers and press visiting St Moritz. Italy’s Loro Piana and Zegna have also launched ski collections over the last year.
Giorgio Armani has breathed new life into his Neve ski collection with an activation in St Moritz in December and a portion of Neve looks in the designer’s Autumn/Winter 2023 men’s runway show. “There is a lot of interest, [post-lockdown], in everything linked to the outdoors world, and this of course includes skiwear,” Armani says. “Due to this interest, we have been focusing on dedicated [skiwear] events, and this has created further traction and interest.” Armani Neve was relaunched in 2018. “It is natural for me to present it as part of our shows as an organic extension of the Armani world, as well as with events that better express the performance component,” the designer says.
Jimmy Choo entered ski in December, offering a full wardrobe to clients so the brand “can accessorise them wherever their lives take them”, says creative director Sandra Choi. The collection is inspired by the ski style of the 1980s, with a JC monogram on ski suits, snow boots and accessories. “I really wanted to offer a full ski-suit in the Jimmy Choo glamorous way,” says Choi. “So, it looks chic but also performs on the slopes.”
