How Luxury Brands Carve a Niche in the Snow
From Aspen Retreats to Niseko Pop-Ups: How High Fashion Melds with Winter Sports.
As the winter season blankets the slopes in pristine white, it's not just the thrill of skiing that captures the imagination but also the high-end fashion spectacle that unfolds. Luxury brands, seizing this moment, transform the skiing season into a glamorous playground for the affluent.
This is the time when brands go beyond conventional marketing, creating immersive brand experiences that blend luxury, leisure, and the lure of winter sports. The snowy backdrop of ski resorts becomes a canvas for exclusive pop-ups, influencer trips, and captivating winter-themed content, making winter sports the ultimate aspirational arena for high-end labels.
This year, as wealthy people gather at popular ski spots, luxury brands are really stepping up their game. They are offering lots of different experiences that mix luxury with the excitement of winter sports.
Hermes Winter Camp
The Hermes Winter Camp in Aspen was a unique event that went beyond the usual pop-up shop in a ski resort. This retreat, hosted by Hermes, took place at the historic Hotel Jerome and Kevin Costner’s Dunbar Ranch in Aspen. It was an experience rich with a variety of activities like horseback riding, scavenger hunts, skiing, and snowshoeing. More than just engaging in winter sports, guests also enjoyed a special dinner prepared by renowned chef Francis Mallman.
This event was about more than just showcasing products; it was about creating unforgettable winter memories for guests, which included brand ambassadors, artists, athletes, and actors. The choice of activities and the luxurious, relaxed setting aligned perfectly with Hermes' tradition of elegance and craftsmanship. Hermes has a long history of blending traditional luxury with modern style and innovation, and this event was a perfect representation of that ethos. It offered an exclusive, refined experience that matched the brand's reputation for high-end, timeless elegance.
Hosting such an event in Aspen, especially as they opened a new store in this celebrity-frequented skiing destination, was a strategic move. Aspen's exclusivity and the event's unique blend of activities and luxury perfectly reflected Hermes' commitment to offering extraordinary experiences that are in harmony with its rich heritage and brand values.
Jacquemus ‘Les Vacances au ski de Jacqumues’
Jacquemus, the brand that evokes the warmth of a summer in the South of France, made its foray into the winter season with a captivating campaign. Their holiday ‘Guirlande’ winter campaigns featured Kendall Jenner and Blackpink’s Jennie, and lots of adorable dogs. This marked a divergence from their usual summer narrative, embracing the wintry charm of the slopes.