This article was Styleline Magazine's Issue 8 cover story.
Even if you’ve never gone skiing, you can envision it pristinely, crystal clear: your line of sight overpowered by fluffy, near perfectly white snow, blanketing the world and the ground beneath it. The contrasting blue sky, the green trees garnished with snow like powdered sugar, and of course, the fashion. A rainbow of colors whirring past you in their thick coordinating ski suits and winter coats, reflective goggles, moon boots galore and more.
Stemming from the culture of “Après Ski” a french term translating literally to “after skiing,” this mountain-topped activity has grown to become a space for self-expression through clothing, a place to connect with community and on and off the slopes. Skiing dates back further than you’d expect, with the first skis coming from Russia around between 8000 and 7000 BCE. According to Brittannica, throughout the 15th to the 17th century, skiing was also utilized for military purposes in Finland, Norway, Russia, Poland, and Sweden.
However, skiing became what we know it as today nearing the early 1900s. It became a common winter activity in Europe during the 20s and 30s after the invention of ski lifts (yes, people used to have to hike the mountain before being able to ski down) and then exponentially grew to other places like the United States, Australia, Chile and Japan. It’s important to note that skiing was mainly an elitist leisure and social activity due to the cost of equipment and travel. It wouldn’t be until the expansive globalization in the 50s, with the increasing televising of ski competitions, that its popularity continued to spread.
The attire, naturally, has shifted over the course of the 1900s. In Vogue’s December 1936 Issue, illustrations indicate women wearing ski suits, plus fours (capris/trousers), boots, and overall suggesting a buttoned-up, formal yet somewhat practical silhouette. During this time of initial growth, we see fashion houses like Hermes, Elsa Schiaparelli, Jean Patou, and Madeleine Vionnet releasing their own ski collections. In the Women’s Wear Daily 1937 January issue, Virginia Cotier writes that California’s winter season excels in the retail and hospitality space. Cotier explains, “California retailers are anticipating the biggest year in winter sportswear merchandising…A longer season than last year is predicted, with promotion emphasis on ski fashions planned to extend through January and including the first weeks of February.”
Although the 40s and 50s saw the invention of critical ski-fashion essentials such as Emilio Pucci’s one-piece ski suit, and Moncler’s down puffer jacket, the 60s through the 80s are where ski fashion shines its brightest (quite literally). Various factors, from the Space-Age fashion trends influenced by the moon landing, to ready to wear becoming mass manufactured, to elements of sportswear being integrated into everyday street style, made up the “Golden Age” of ski fashion.
Advancements in textiles, including the creation of neoprene and spandex bring different silhouettes and textures to ski wear. Stretch pants become commonplace, and for the 60s-70s, the flared pants wave has its moment in the spotlight. Bold colors and prints dominate the ski realm throughout this time, from technicolor one-piece ski suits to monochromatic jackets and bottom coordinated looks. These chic looks were not only noticeable amidst the white abyss of the slopes, but allowed for people to carry their fashion from the mountain to the lodge, to even meshing these styles into everyday wear.
In the age of social media, and a saturated fashion industry, stained with millions of companies and clothes at your fingertips, esthetics ebb and flow, rise and fall. From moon boots to the swingin’ 60s blue eyeshadow to ever-evolving silhouettes, fashion is ultimately and overwhelmingly, cyclical.
All that to say, the ski snow bunny look is so back.
According to the Zoe Report, terms like “ski jacket” had an increase in searches by 135% in 2022 and “ski pants” by 112%. Compared to December 2021 to 2022, Pinterest searches for “après ski style” were 12 times greater than the year prior. The numbers prove it’s gained traction, but the visuals cement this idea. Pop culture mogul and multi-business owner, Kim Kardashian launched her company Skim’s Holiday collection on Nov. 11, 2023. The initial marketing image by Nadia Lee Cohen, shows Kim herself on a faux magazine cover fully embodying the 80s ski resort look. Wearing her new cotton red catsuit and matching turtleneck layered underneath, Kim’s campaign flaunts an intentional sunburnt bronzy makeup paired with blue eyeshadow, to vintage fonts, textures and graphic design.
As marketing continues through Winter 2023 for this campaign, the “après ski” aesthetic becomes more literal, with models wearing sleep sets as they sit on the ski lift or wearing lingerie on a snowmobile. Playing on the edges of camp and tacky, this campaign brought out a once-loved vintage aesthetic to the zeitgeist once again. Rises in 70s/80s fashion and even more sporty looks in everyday wear have been growing on social media for years, so it’s no surprise that ski wear, although a slightly more niche look, has its own growing allure. WWD reports that the domestic ski jacket market is expected to reach $2.26 billion in annual sales by 2031, a trend that isn’t going away anytime soon.
Fashion is all about the funky, the functional and the ability to weave the two together to make every outfit something its wearer is confident and proud to be seen in. Kim’s Skims campaign inspired the team to get creative with their own take of a Winter wonderland shoot.
We present to you, Style Line’s interpretation on Après Ski.
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