“Can someone recommend good ski goggles? Kinda can’t see shit in these,” creative consultant Tora Northman posted to her Instagram story in January, donning a pair of reflective Gucci monogrammed goggles. “Reserved for the après,” she added underneath.
Northman is one of many gearing up for a stylish season on the slopes. Influencer Isobel Lorna recently took her Birkin bag skiing in Val-d’Isère, the French Alps. “Getting that cost per wear,” she joked online.
Off the slopes and on the runways, the skiwear aesthetic is out in force. For Autumn/Winter 2025, Mr Armani doubled down: the Giorgio Armani show featured the brand’s Neve skiwear line (think fur and reflective panels), while the Emporio Armani show opened with a skiwear section. Mordecai sent puffers and balaclavas down the runway, the outerwear inspired by his travels, designer Ludovico Bruno told Vogue Runway. And Laura Andraschko, known for her ironic takes on aristocratic aesthetics (and habits), debuted at Paris Fashion Week with a collection that featured a “Chalet Slut” logo tee, “Après Ski” briefs and loud pieces with mountain resorts St Moritz, Zermatt and Ischgl splashed across the front.
But the real action is happening up the mountain. One of Pinterest’s key 2025 predictions is that, this year, mountain ranges will become the go-to travel destination. “This travel trend is focused on exploring high-altitude destinations across the globe and is intended for travellers who seek breathtaking scenery and unique cultural experiences that are only possible in these elevated locations,” says Sydney Stanback, global trends and insights lead at Pinterest.
With mountain travel comes mountain fashion. Searches for “skiing fits” are up 255 per cent, and “mountain trip outfit” is up 35 per cent on Pinterest. This year, fashion rental platform Pickle has already seen its skiwear loans rise 635 per cent year-on-year, and the season is just getting started. The volume of ski rentals has increased 88 per cent since last month and co-founder Julia O’Mara expects that number will continue surging. “By the end of this month, we’re expecting to triple the number of ski rentals month-on-month,” she says.
“As high-net-worth consumers seek out evermore discerning tourism experiences, luxury brands are expanding into ski resorts to tap into the growing market for ski tourism and to associate their products with the luxurious and exclusive alpine lifestyle,” says Seyi Oduwole, foresight analyst at trends consultancy The Future Laboratory.
For those heading to the mountains, brands are ready and waiting. Below, winter resortwear experts weigh in on the five trends set to dominate this ski season.
Branded après
These days, just as much time seems to be spent — and content produced — off the slopes as on. Brands are ready to greet those who have hung up their poles for the day, swapping their ski boots for Moon Boots.
Mytheresa is teaming up with New York City institution Bemelmans Bar, which is owned by Rosewood Hotels and is leaving the city for the first time ever for an Aspen pop-up (open from 14 February to 2 March) to serve tipples to avid shoppers. The dress code? Après chic. The clientele? Anyone who loves fashion and après-ski culture, says Heather Kaminetsky, Mytheresa’s North America president.
Brands on offer include Gucci, Khaite, Loewe, The Row, Moncler and Bogner. It’s a no-brainer for Mytheresa, Kaminetsky says. “Similar to our East Coast clientele that live in NYC and spend their summers in the Hamptons and their winters in Florida, many of our west coast and Texas-based clients spend their winters and summers in Aspen,” she says. “We are always looking for creative ways to meet our clients where they are.”
More snow-friendly brands are partnering with dining institutions looking to make a splash in mountain towns. Perfect Moment is popping up at Goldener Hirsch in Park City, Utah. “With over half of our business in the US, having a hospitality-focused pop-up at Goldener Hirsch in Park City was a natural choice,” says Perfect Moment co-founder and creative director Jane Gottschalk. And to celebrate the Aspen opening of Italian restaurant Sant Ambroeus (a fashion favourite), it collaborated with “après-ski footwear brand” Moon Boot on a limited-edition suede boot. While the style is not currently for sale, it will be gifted to both brands’ communities and VIP clients.
Consumers are looking for pieces to transition from the slopes to the evening, says By Rotation founder and CEO Eshita Kabra-Davies. “Fur-trimmed jackets, cosy knits and chic accessories are popular for creating a polished look that works for cocktails by the fire or dining at the chalet,” she says.
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Chic accessorising
To aid the slopes-to-après pipeline, skiers are looking for tasteful ski accessories to add to their mountain looks.
“When it comes to après ski, renters are seeking outfits that transition effortlessly from the slopes to evening gatherings,” Kabra-Davies says. “Chic accessories are popular for creating a polished look that works for cocktails by the fire or dining at the chalet.” Fluffy gloves, knitted bonnets and bum bags are stand-outs.
Perfect Moment is exploring new categories this season, such as bags, to tap into ski opportunities beyond the sport itself. “[It’s] to provide a complete offering for our customers, ensuring they’re prepared for every aspect of their ski trip,” Gottschalk says.
Designer ski goggles are another popular addition. Lorna (who skied down the mountain with her Birkin in tow) told followers that she’s eyeing Celine goggles for her next trip. By Rotation clients are renting ski goggles from brands including Celine, Chanel and Gucci. Goggles are a notable cash cow for brands looking for small luxuries to invest in to bolster business as consumers draw back from increasingly inaccessible high-ticket purchases.
Smaller pieces are also a smart sell for clientele that are already in the area, says Mytheresa’s Kaminetsky. “We’ve found that we should avoid technical ski gear as many people come to Aspen already set, and they are rather looking for unique pieces to wear to dinners or parties,” she says, from hats to statement fine jewellery.
High-altitude mob wives
This season — last weekend especially — Aspen has been ladened with fur coats. Hailey Bieber wore a faux mink coat from Ralph Lauren’s AW95 collection, per Vogue, Kendall Jenner wore an archival Balenciaga fur, while Kylie Jenner wore a faux fur piece from Darkpark.
Mytheresa is catering for this trend at the Bemelmans pop-up, expecting that Aspen visitors will follow the trend. “There will be faux furs and OTT outerwear,” Kaminetsky says. “We work with our incredible Mytheresa buying team to help curate the chicest selection of product you won’t find anywhere else in Aspen.”
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Outfit changes on the slopes made easy (and more affordable)
Following on from a boom last season, rental is going big on ski.
Skiwear rentals on Pickle are tracking to be at least fivefold that of last year, according to the company. Listings for skiwear are up 303 per cent year-on-year. On By Rotation, skiwear tends to make up over 50 per cent of the platform’s Trending Edit during ski season. “This growth aligns with broader trends in sustainable travel and fashion, as more people choose to rent seasonal items like ski gear rather than buying pieces they’ll only wear once or twice a year,” says Kabra-Davies.
“Our community on socials is particularly interested in money-related ski content,” she adds. “Some are keen to understand the potential earnings when it comes to ski wear; others are interested in saving money.”
It’s not just a way for clothing owners to make money (or for skiers to save). It’s also a way for brands to connect with Gen Z by offering more accessible entry-price points to what are more expensive, technical products. Cynthia Rowley and Halfdays, for instance, have already launched skiwear closets on Pickle.
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High-performance beauty
Beauty and wellness, which has dabbled in the mountains before (recall La Prairie’s cobalt blue-wrapped chair lifts in Aspen last year), is going all in this season. “The skincare category seems to have finally acknowledged this untapped space,” says Facegym founder Inge Theron. “The skin needs are heightened in these extreme weather conditions and altitude and there is a growing need to cater for this market and consumer.”
To this end, Facegym is launching a ‘Ski and Sculpt’ menu at Kulm Hotel in St Moritz. “This unique programme is designed to complement an active lifestyle in one of the world’s premium skiing destinations,” Theron says. “After a day on the slopes, guests can indulge in cutting-edge facial workouts that refresh and rejuvenate, taking advantage of bespoke treatments tailored to the demands of winter sports.” The menu is designed to combat the effects of altitude on the skin by reducing puffiness and improving hydration.
Beauty and wellness service platform Ruuby is also venturing to the mountains, partnering with luxury hotel Grace La Margna St Mortiz, where some of its top therapists are available for residents to book with through March. Celebrity nail artist Harriet Westmoreland (who has worked with brands including Chanel, Hermès and Miu Miu) will be in town and available to book for the week of 10 February. There’s already a waitlist.
These offerings cater for “the growing trend towards experiential and location-specific beauty offerings”, Theron says. “It’s tapping into travellers’ desires for localised and thematic wellness experiences.”
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