On the snow-covered slopes of Crans Montana, Switzerland, we saw the competing athletes wearing colorful suits, apparently thin and suspiciously not very hot.
But in reality thermal, water-repellent and antiperspirant, in short, with invisible qualities due to hi-tech fabrics designed to provide high performance on the snow.
Now at the Alpine Ski World Championships which will take place from 7 to 21 February in Cortina d'Ampezzo, the big brands are showing off their proposals to show off especially off-piste, for walking, Covid permitting, in the elegant alpine ski resorts.
Let's start with
Fendi
in the Tech version that combines the double F logo with the iconic Leopesley motif, i.e. leopard spots and paisley prints and with Quilted Stripes graphics, all unveiled with the Fendi FW 2020 Women's fashion show.
Breathable, thermal and waterproof fabrics that mix fleece and lycra are used in ski pants and snowboard suits.
An FF down jacket that reveals the Pequin motif on the neck is made of a sustainable technical fabric, made with Econyl regenerated nylon yarns.
The Leopesley motif is printed on velvet for sports jackets lined in eco nylon, padded with recycled duck feathers and embellished with silver fox or shearling collars.
For men, Fendi has created a range of high performance down jackets and jackets, enriched with thermal seams and reflective details, combined with color block ski pants and intarsia sweaters.
Finally, for the World Cup Fendi unveils a collaboration with Moonboot for a selection of daring boots, and with Blizzard for the limited edition high-tech skis for women, finished with the metallic FF logo on the toe.
Two South Tyrolean companies have created a collection of limited edition men's jackets: they are the historic
Birra Forst
, born in 1857, leader in the production of beer and partner of Fisi (Italian Winter Sports Federation) in support of the national ski team and the next World Ski Championships, and
Franz Kraler, a
well-known family of entrepreneurs at the head of a chain of luxury shops, one in Dobbiaco, another in Bolzano and five in Cortina, including a single-brand Dior store opened in 2019 and a Louis Vuitton boutique inaugurated last December.
The
Forst Franz Kraler
technical ski jacket
is the first made in an exclusive stretch velvet (Jaam) in blue / black or in camouflage print.
It is waterproof and combines qualities of softness, warmth, wear resistance, thermo-taped seams, hybrid padding in the bust and sleeves, goose down on the back.
It also has an integrated adjustable hood.
EA7,
the sports line of
Emporio Armani,
main sponsor of the Alpine Skiing World Championships, is present with the whole collection that stands out for its technical research and style.
Born in 2004 as a sporting version of Emporio Armani, EA7 has developed its own super sport identity over the years.
Limited edition also for Nordica, technical partner of the organizing committee of the World Cup.
Nordica
is the specialized division of Tecnica Group, a leading company in the production of sports equipment and footwear for skiing and outdoors, which has ventured into the production of skis that enthusiasts cannot miss.
Knitwear cannot be missing.
Cortina 2021 enters into partnership with
Mr. Cashmere,
the online shop dedicated to 100% made in Italy cashmere knitwear.
The brand, which belongs to the Effetto Maglia knitwear factory, has produced for the occasion sweaters for him in blue cashmere with the Cortina 2021 logo, and exceptionally also for her in cashmere sweaters with logo in Swarovski crystals.
Mr. Cashmere's knitwear is made with cashmere supplied by the Loro Piana spinning mill.
Finally, the
Louis Vuitton
store
in Cortina opened on 21 December by Franz Kraler, in addition to the entire range of the maison's collections, celebrates the world ski championship with a series of exclusive accessories such as Teddy bags, in textured leather and soft shearling, the Polar after-ski ankle boots, in waterproof nylon with Monogram motif, the pillow poot in warm down.
