Skiing and style have shared a long and intertwined history, moving from the woollen practicality of the past to the runway-ready full outfit we see on today’s slopes. And honestly, whether you’re carving up the slopes or just trying to look good at apres-ski, fashion is already half the fun. Let’s journey through time to see how we went from itchy wool sweaters to sleek, high-tech gear that’s as stylish as it is functional.
1920s ski attire
A humble beginning: Function over form
The early days of ski fashion were all about keeping warm, not making a statement. Picture this: woollen jumpers that weighed more when wet (so, always), leather boots stiff enough to be medieval torture devices, and mittens that were, well, just there. In the late 19th century, skiing was about transportation and survival in snowy regions. No one was out there asking, “Does this scarf match my skis?”
However, as skiing shifted from necessity to sport in the early 20th century, particularly in places like Verbier, ski wear began to evolve. The focus was on developing lighter materials, although fashion still took a backseat to staying warm.
American actor Gary Cooper (left) and William Averell Harriman (right) founded Sun Valley ski resort in 1936, Harriman later became US Secretary of Commerce.
The mid-century glam
The 1950s and 60s brought glamour to the slopes. Skiing became a trendy pastime, and suddenly, what you wore mattered almost as much as how well you could ski. Verbier, for example, began attracting Europe’s wealthiest families. Gone were the heavy woollen sweaters; in came sleek designs that combined form with function. Fabrics like nylon took over, and designers like Emilio Pucci introduced bold patterns that made skiers stand out as much for their clothes as for their skills. If you weren’t skiing in style, were you even skiing?
1984 Colmar skiwear Harper’s Bazaar
The 70s: some questionable choices
Oh, the 70s and 80s. This is when ski fashion got…well, colourful, to say the least: neon was the name of the game. Stretch materials like spandex became wildly popular. Brands like Bogner and Moncler rose to prominence, introducing fitted, stylish pieces that moved with the skier rather than against them. Let’s not forget the retro one-piece ski suits, which, though a bit cringe-worthy a few years ago are making a comeback on the slopes today.
1990s classic skiwear
A more practical approach in the early 2000s
As the 90s rolled in, ski fashion took a slight step back from the neon extremes of the previous decades. Designers began to focus on balancing aesthetics with performance, which meant the rise of high-tech fabrics and gear that could actually help you ski better, not just look better. Brands like The North Face and Patagonia introduced technical gear with better breathability, waterproofing, and insulation.
But, of course, you could count on the fashion-forward industry to push even these advancements. This was the era when “performance wear” became fashionable outside the slopes too. If you weren’t wearing your technical jacket into town, you were seriously missing out.
By Perfect Moment
The future is now (and it looks good)
Ski fashion today is a glorious mix of the best parts of its history. Functionality meets style in ways that early skiers could only dream of. Modern ski wear isn’t just about keeping warm; it’s about being sustainable, high-tech, and effortlessly chic. Brands like Moncler and Fusalp (a favourite in Verbier) combine state-of-the-art materials with sleek, sophisticated designs. You’ll find coats lined with responsibly sourced down and smart fabrics that adjust to temperature changes, all while making you look runway-ready.
From the days of stiff leather boots to modern, sleek designs, ski fashion has seen an incredible transformation. So, whether you’re in the market for cutting-edge gear or just want to look your best sipping champagne at apres-ski, you can thank the centuries of fashion evolution that got us here. And as the snow starts to fall, remember: what you wear on the slopes is as much about the experience as the skiing itself.
