A Celine down jacket, a Prada surfboard, Balenciaga designer après-ski... The ski wardrobe market is no longer just the business of specialist labels.
From now on, luxury brands intend to assert themselves in this niche.
It appears that the pieces they dedicate to
skiwear
are now part of collections in their own right - until now these items arrived punctually, in limited editions.
In the most luxurious ski resorts in the world, such as Courchevel, Gstaad or even Saint-Moritz in Switzerland, we are seeing new brands flourishing renowned for their ready-to-wear wardrobe, even Haute Couture, which until now were held at away from snowy slopes.
Like Louis Vuitton, the world number 1 in luxury, which has decided to take the plunge in 2021, with a first women's capsule collection entirely dedicated to
skiwear.
A few years before, Chanel had launched Coco Neige.
Very targeted products, aimed at customers who love luxury tourism.
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18 luxury pieces that are surfing the skiwear market
In images, in pictures
See the slideshow18 photos
See the slideshow18 photos
The logo on the front line
Thus, certain ski resorts are changing their face, the rise in prices attracts vacationers whose budget now includes fashion expenses, without ignoring the technical requirements inherent in the practice of winter sports.
Luxury brands wishing to capture a share of this new Alpine market display with their couture pieces a perfect mastery of curves, combining sophistication and technicality.
They are betting on an elegant performance, relying heavily on designer accessories (helmets, masks, skis, etc.) with large logos, making them very visible on the slopes.