Slope Style: Getting Après-Ski Fashion Right

Winter is here, in case you’ve missed it, and it’s the perfect time to take a closer look at some of the season’s most fascinating trends. Après-ski, French for “after ski,” refers to the social activities following a day on the slopes. The 400 million people visiting ski resorts every year participate in a wide range of activities other than skiing. These include relaxing after a tedious day of sports, fine dining, partying, and much more. As a result, Après-ski fashion became an essential factor in the winter fashion market.

If you’ve never addressed this segment, it’s not too late. Thanks to on-demand, speedy manufacturing, businesses in the textile industry are able to adopt and adapt quickly, making this intro to après-ski fashion not just inspiring but also practical. Here’s a little bit on the essence of this style, its significance in the textile industry, and the actionable insights businesses should focus on to ride the wave of this lucrative trend.

Courtesy of Net-a-Porter

What is Après-Ski?

Après-ski, a concept that originated from the French Alps during the 1950s skiing boom, celebrates the mountain lifestyle after a day on the slopes. It can be relaxing, high-energy, and everything in between. Picture yourself enjoying champagne on a terrace with panoramic snow views, unwinding by a firepit with a craft beer, or enjoying a hot toddy and fondue near the fireplace. 

Some iconic looks include Princess Diana’s skiwear, Mariah Carey’s après-ski fashion, which earned her the title “Queen of Aspen style” from Vogue, and Tracee Ellis Ross having a little runway moment in the snow and reminding us that you don’t need any sun to have all the fun. 

What would you wear to each of these options? Après-ski fashion is a blend of comfort, functionality, and style. It’s the comfy outfit you’re left with after removing your ski gear, balancing the need for warmth and rest with the current fashion trends.

Après-ski wear includes chic sweaters, fluffy hats, printed jackets, thermal leggings, and more. These items combine practicality with a touch of luxury, a perfect fit for your winter getaway.

The après-ski style is not only for avid skiers and snowboarders. It’s relevant for anyone drawn to mountain life’s sporty, luxurious vibe. It’s a form of fashion escapism that connects you to the dreamy world of elegant ski lodges, regardless of whether you’ve actually hit the slopes. 

Courtesy of Perfect Moment

Why Après-Ski Fashion Matters to the Textile Industry

For businesses in the textile industry, tapping into après-ski fashion is not just a trend but a strategic move. Here’s why:

• High Spending Power: 45% of skiers have an average household income of more than $100,000 and don’t shy away from investing in quality and style. This demographic is willing to spend on premium products, translating to higher profit margins for brands catering to their tastes and standards.
• Seasonal Collection Addition: Après-ski offers an opportunity to introduce a seasonal collection that can refresh a brand’s portfolio and attract new customers.
• Brand Differentiation: By embracing après-ski fashion, businesses can differentiate themselves in a crowded market, offering something unique beyond the standard winter wear. 

You can get inspired by brands that issue special collections or even dedicate their brand to this particular fashion need. Bogner, for example, is a 90-year-old luxury sports fashion brand founded by a competitive skier. Fendi, a fashion veteran, issues unique winter collections specifically for skiers, and Perfect Moment creates fun items, like this turtleneck sweater that actually says ‘Après.‘

CHLOÉ. Printed puffer jacket

Peak Success: Winning The Après-Ski Market 

• Focus on Sports-Related Fabrics: Since après-ski is tied to skiing, incorporating sports-related elements and fabrics is crucial. Customers would appreciate an item they can wear to the slopes and the surrounding activities. In other words, strong polyester printing capabilities are essential. The Kornit Atlas MAX Poly solves multiple challenges for polyester printing businesses, including dye migration and creative options. This enables businesses to print vibrant visuals on the most fitting materials.

• Creative Versatility is Key: Fashion varies from one ski resort to another. Brands must be adaptable, offering a range of styles that cater to different choices and locations. This requires a versatile design approach and an understanding of various fashion sensibilities.

• High-Quality is Non-Negotiable: The après-ski audience appreciates and recognizes quality. There’s no room for compromise on material quality, print durability, and hand-feel. Brands must ensure that their products stand the test of winter weather while maintaining aesthetic appeal.

Après-ski fashion represents a significant opportunity for the textile industry. By understanding this trend and strategically aligning textile technology with its demands, businesses can tap into a market segment that values quality, style, and functionality. This winter is the time for brands to explore and invest in a stylish and profitable trend, filling the cold season with hot opportunities.