Balmain will be landing in Aspen, Colorado this week. And he is not alone.
The French brand is part of a growing number of fashion houses hosting events and opening temporary pop-up stores at mountain resorts for the holidays, chasing the growing market for ski gear and equipment that Future Market Insights says is projected to will have global income. size of $1.6 billion in 2022 and $2.26 billion by 2032.
The trend took Giorgio Armani to St. Moritz, Switzerland on December 10 to present a show for Neve, a new line of ski clothing, and has seen several players including Louis Vuitton, Pucci, Farm Rio and Off- White. , launching new skiwear brands this season.
Aspen Skiing Company, owner and operator of Aspen Snowmass in Colorado, as well as The Little Nell and Limelight Hotels, was at the forefront of the fashion ski wear movement, launching its own luxury clothing brand and flagship store AspenX in 2021 The brand was conceptualized by artist Paul Crown, and has collaborated with Prada on three skiwear collections.
AspenX Prada
Courtesy
Now other luxury players flock to beloved Aspen, where Kendall and Kylie Jenner have already touched down for the season, donning statement coats and shopping at the local boutiques.
Balmain will set up shop at One Hour Ahead downtown from December 16 to January 6, for the second stop of its Villa Balmain virtual reality experience that debuted during Art Basel Miami Beach. Occupying 2,300 square feet of gallery space, the pop-up combines fashion, technology and art to showcase Balmain’s Egyptian-inspired 2023 resort collection and Apres Ski collection.
Max Mara will appear in the Colorado ski town beginning December 16 at the Aspen Times Printing House in the Hotel Jerome.
Outside, the Italian luxury brand will install a life-size ice sculpture of Max the Teddy, the brand’s unofficial mascot, and a custom-branded cart serving hot chocolate and roasted chestnuts.
Inside, images of vintage Italian ski posters from the Dolomites will come to life through vignettes designed by creative duo And Or Forever, including moving images on high-definition projections and on LED screens.
The store will feature the brand’s full assortment of seasonal outerwear, including its popular Teddy coats.
Max Mara coat.
Courtesy of Max Mara
Stockholm-based Totême will open a temporary residence from December 14 to March 31 at beloved Aspen multi-brand store Max. The residence space, which last year was occupied by Gabriela Hearst, has been renovated in a natural Swedish style with lots of contemporary textiles and birch wood.
Founded by Elin Kling and Karl Lindman in 2014, Totême has won over celebrities like Selena Gomez, Hailey Bieber and Rosie Huntington-Whiteley with its camel double-breasted coats, boxy blazers, black shirts and striped fisherman sweaters.
The space will sell the brand’s latest collections, handpicked with the Aspen woman in mind, including coats, shoes and accessories, and a shearling bag created exclusively for the store.
Totême is appearing in Max in Aspen.
Courtesy of Toteme
Source: news.google.com