Luxury and mainstream brands are racing to conquer the ski scene, turning the slopes into high-fashion runways. Once dominated by premium players like Moncler and Canada Goose, the market has lured Chanel, Dior, and Armani, setting up shop in glamorous resorts like St. Moritz and Courchevel. The retro-chic ski aesthetic, combined with après-ski allure, has led brands to launch ski collections with price tags soaring into the thousands. While ski gear sales have continued to grow steadily, the fashion frenzy around ski outerwear skyrocketed in recent years. From quilted couture to après-ski glam, skiing is no longer just a sport—it’s a luxury lifestyle, and brands are making sure every slope, chalet, and après-ski bar is draped in designer.
Source: Statista, January 2025.