The Rise of “Ski Style”: How Fashion is Redefining Winter Sports
From Marks & Spencer to Lidl, high-street brands and fast-fashion retailers are launching ski-wear collections. This trend, echoing earlier moves by Zara and Topshop, isn’t necessarily about hitting the slopes. It’s about capturing the aesthetic of skiing – a glamorous image increasingly divorced from the sport itself.
The Allure of Après-Ski and the Instagram Effect
The current fascination with ski-inspired fashion isn’t modern. Throughout the 20th century, skiing has been intrinsically linked to fashion, from Pucci’s aerodynamic ski suits in the 1940s to Jackie Kennedy’s Moncler anoraks in the 1960s. Photographers like Slim Aarons captured the leisure class both on and off the piste, solidifying the image of skiing as a symbol of affluence and style.
Today, social media amplifies this visual appeal. Brands like PrettyLittleThing are leaning into the “apres-ski” aesthetic, offering outfits designed more for visual consumption than physical activity. Models are often photographed on fake slopes, holding vintage skis, emphasizing the image over the experience.
Quality Concerns and the “Water Resistant” Rebrand
However, this trend isn’t without its critics. Consumers have raised concerns about the quality and functionality of these fast-fashion ski garments, with some claiming they are “not fit for purpose.” Influencers are warning followers against actually skiing in these clothes. The backlash was significant enough that Zara reportedly changed the description of its ski suits from “waterproof” to “water resistant.”
This highlights a key tension: these collections respond to a genuine need for affordable and fashionable sportswear, yet often fall short on practicality. If the garments aren’t suited for skiing, what are they for?
The Glamour of Distance and Increasing Inaccessibility
The appeal lies in the image of skiing – a world of glamour, fondue at altitude, and exclusive resorts. This glamour relies on distance and difference, creating a sense of longing for something out of reach. Ironically, this distance is becoming increasingly literal.
Climate change is making skiing more exclusive, with lower-level resorts closing due to lack of snow. This increasing inaccessibility further elevates the image of skiing, making it even more glamorous and aspirational. The fast-fashion ski aesthetic risks celebrating a lifestyle that is becoming increasingly unsustainable, both environmentally and economically.
Beyond the Slopes: The Broader Trend of Athleisure
The popularity of ski-inspired fashion is part of a larger trend of athleisure – the blurring of lines between athletic and leisure wear. This trend is driven by a desire for comfortable, stylish clothing that can be worn in a variety of settings. The ski aesthetic offers a unique visual appeal, evoking a sense of adventure and sophistication.
What Does the Future Hold for “Ski Style”?
The current trend suggests a continued focus on the visual aspects of skiing, with fashion brands prioritizing style over functionality. We can expect to see more collaborations between fashion designers and sportswear brands, as well as a continued emphasis on the “apres-ski” aesthetic.
However, there is also a growing demand for sustainable and ethical fashion. Consumers are becoming more aware of the environmental impact of fast fashion and are seeking out brands that prioritize sustainability. This could lead to a shift towards more durable, high-quality ski wear that is designed to last.
Pro Tip:
If you’re planning to actually ski, invest in proper ski wear from reputable brands. Prioritize functionality and safety over fashion. Look for waterproof and breathable materials, as well as features like insulation and reinforced knees.
FAQ
Q: Are fast-fashion ski clothes suitable for actual skiing?
A: Generally, no. They often lack the necessary waterproof and insulating properties for a comfortable and safe skiing experience.
Q: What is “apres-ski”?
A: It refers to the social activities and entertainment that take place after skiing, often involving drinks, food, and music.
Q: Is the ski aesthetic sustainable?
A: Currently, much of the fast-fashion ski trend is not sustainable due to the environmental impact of fast fashion and the potential for contributing to the decline of ski resorts due to climate change.
Q: Where did the trend for ski-wear originate?
A: The association between skiing and fashion dates back to the early 20th century, with designers like Pucci and brands like Moncler playing a key role in shaping the aesthetic.
Did you understand? The term “apres-ski” originated in the Swiss Alps in the 1950s.
Desire to learn more about sustainable fashion? Explore our guide to ethical brands.
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