From Skims to Jacquemus: Fashion Hits the Slopes in Post-Covid Boom

Skiing is consolidating as a new acceleration track for fashion. After years of tantalizing this sport and actions reserved only for the most elite or specialized brands, in 2025 skiing is experiencing an explosion of collaborations and activations, encouraged by the recovery of the practice around the world after the Covid-19 of a sport once considered elite and now open to the masses.

It is estimated that ski resorts around the world will receive a total of 366 million visitors in the 2023-2024 season, with an average number of visits per skier higher than before Covid-19, according to the latest edition of the International Report on Snow & Mountain Tourism.

Conditioned by weather and snow conditions, visitors to ski resorts evolved unevenly around the world. While China led the recovery, surpassing its average of the five years prior to the Covid-19 crisis, other countries with good results were the United States, Italy, Scandinavia and Russia. However, France and Austria have not yet fully recovered, while Japan and Germany recorded low levels of visitation.

Ski resorts around the world welcomed a total of 366 million visitors in the 2023-2024 season

The recovery of this sport, which is increasingly open to wider segments of the population, is causing that, if in June fashion moves to the beaches, in winter it has done so en bloc to the mountains. In recent months, brands such as Skims, Oysho (Inditex), Never Fully Dressed and The North Face have launched collections aimed at snow sports, such as skiing, with thermal and high-performance garments, as well as for après-ski, in the midst of the snow sports boom.

Early December saw the landing of The North Face’s new collaboration with Skims, its second skiwear launch combining The North Face’s technical and Skims silhouettes. “The demand was ten times the inventory we had,“ noted Jens Grede, co-founder and CEO of Skims about their new collection, which sold out in just twenty minutes. This second release expanded the range of silhouettes, footwear and children’s clothing, and featured a price range of $55 to $800.

Oysho will sponsor three ski resorts in Italy, Andorra and Switzerland, and will have its own ski club in each one

Oysho, Inditex’s sportswear chain, has gone a step further this season, embracing technical sponsorships with ski resorts in Europe, such as its debut with Italy’s Madonna di Campiglio, the renewal with Grandvalira, in Andorra, and with the Swiss resort Saas Fee. The chain will also have its own ski club, offering free lessons at all three resorts until January, and its new Ski collection, consisting of jackets and overalls combining water-resistant and high-performance fabrics.

Oysho ski collection.

Never Fully Dressed, the British women’s fashion brand founded in 2009 by Lucy Ayen, made its debut in the snow sports segment with its first skiwear collection, launched earlier this month. The company has developed fourteen items of thermal clothing, coats, pajamas, footwear and knitwear, ranging in price from 49 pounds ($65) to 199 pounds ($265).

Jacquemus and Nike have launched their first joint arprès-ski collection, combining technical performance and design

American J.Crew has teamed up with Kappa to create two high-performance ski jackets in their first joint foray into the snow sports business. J.Crew signed a three-year collaboration agreement with United States Ski & Snowboard, which includes the creation of après-ski products, athlete sponsorship and the organization of face-to-face activities at key events.The agreement includes the creation of après-ski products, sponsorship of athletes and the organization of on-site activities at key events of the institution, such as the upcoming Milan Cortina Olympic Games, to be held on February 4. Kappa also sponsors various ski teams, such as the Federazione Italiana Sport Invernal, with whom it has been collaborating since 2011, and the Korea Ski Association, the South Korean federation.

The luxury sector has not been left out of the ski avalanche. Jacquemus has once again joined forces with Nike, this time to launch its first Après-ski collection, combining technical performance with avant-garde aesthetics. The collection consists of eighteen garments, including a two-layer, waterproof Gore-Tex jacket, a water-repellent jumpsuit, high-waisted leggings with stirrups and a sports bra, among others.