A winter tradition in the luxury sector, the launch of skiwear collections is scrutinized every year by fashionistas eager to stand out on the slopes of Courchevel, Aspen, Gstaad, and Cortina. This year, alongside familiar brands such as Louis Vuitton, Dior, and Chanel, new entrants such as Gucci and Jacquemus, eager to get their share of the pie, are making their debut.
While accessible luxury is not in top form this year, the segment of the wealthiest consumers is not experiencing a crisis. So what better way to reach the heights than to tout the merits of performance-oriented winter sports collections, targeting both the most accomplished athletes and city dwellers in search of style for their après-ski outings?
In 2018, Chanel was the first major luxury brand to offer a technical and sophisticated winter sports wardrobe. Three years later, in the midst of Covid, the LVMH group responded blow for blow with trendy alternatives at Louis Vuitton (LV Ski) and Dior (DiorAlps).
In 2023, it was the turn of the number two luxury group, Kering, to capitalize on the appeal of powder snow, which emerged after the pandemic, particularly in China, with a dedicated capsule collection at Balenciaga.
Since then, the leading trio in luxury (Chanel, Louis Vuitton, Dior) and Kering’s couture-inspired brand have been offering a new capsule collection each year with a mountain theme.
However, the 2025-26 ski season promises to be different from previous ones with the arrival of Gucci and a new player more accustomed to buzz than seriousness: Jacquemus. Not to mention the return of SKIMS, also known for its media stunts.
Rappelling
For the past two years, four luxury brands have essentially shared the market for skiwear designed by non-specialist fashion houses.
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Featured photo: © Jacquemus
