"Marks & Spencer is one of the latest U.K. high-street brands to launch a skiwear collection. Even supermarket Lidl is in on the action, with items in its ski range priced at less than 5 pounds (roughly $6.75). This follows earlier moves by fast-fashion retailers such as Topshop, which launched SNO in the mid 2010's, and Zara's imaginatively titled Zara Ski collection, which launched in 2023."
"Alongside dedicated skiwear lines, the apres-ski aesthetic has become a recurring seasonal trend over recent years, expanding well beyond the slopes. You may have noticed the slew of ski-themed sweatshirts across the market. One of these, an Abercrombie & Fitch sweatshirt, went viral in January after a buyer noticed that the depicted resort was actually Val Thorens, France-not Aspen, Colorado, as the text printed on the garment claimed."
High-street and fast-fashion retailers are increasingly launching skiwear and apres-ski collections, with brands ranging from Marks & Spencer and Zara to Lidl and PrettyLittleThing. Many items are inexpensive and often categorized as athleisure rather than technical sportswear. Collaborations, such as Skims with The North Face and Team USA downtime apparel, reflect crossover appeal. The trend has broadened beyond slopes into everyday fashion, exemplified by viral ski-themed sweatshirts and mislabelled resort imagery. Consumers and influencers have raised safety and performance concerns, prompting criticism and label changes such as shifting product claims from 'waterproof' to 'water resistant.'
Read at Fast Company
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