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.
Published: January 27, 2026 5:30 am
Source: Vogue — Read original