For many years, shopping ski brands meant shopping heritage labels with established reputations. Skiwear is one of those corners of the apparel market dominated by brands that have been around since the early days of the sport itself. Rossignol was founded in 1907, Bogner in 1932, Fusalp in 1952, and Moncler in 1953.
And it makes sense: snow-faring products require technical knowledge, enduring craftsmanship and durability. But in recent decades, skiwear has seemingly become a new frontier for high fashion – because what is a piste, if not a snowy catwalk – with fans of the sport eager to showcase their personal style. Fittingly, brands and retailers have been taking note.
Vogue’s best ski brands at a glance
In 2014, Net-a-Porter launched a ski shop and in 2020, Dior launched its first-ever ski collection. 2021 saw the collaboration between ultra-elite mountaintop members club AspenX and Prada, and in the same year, Isabel Marant dabbled in ski and Dolce & Gabbana launched an exclusive ski capsule collection in collaboration with Mytheresa.
Fast-forward to 2024, and Moncler brought the star-studded fashion crowd to the snowy mountains of St. Moritz to debut its autumn/winter 2024 collection, which featured high-performance ski apparel and Alpine-inspired knitwear modelled by the likes of Irina Shayk, Amelia Gray and Emily Ratajkowski. And now, in 2025, Perfect Moment has dropped its first-ever capsule ski collection with high-street stalwart, H&M.
These moments and partnerships have grown ski into one of the most exciting categories of fashion, inspiring young brands to make their mark. Scroll on to discover some of the best ski brands to shop now.
The best ski brands to shop this season, according to Vogue
Cordova
Want to look really good zipping down Ajax? Cordova is the brand for you. Named after the Alaskan town, the label was founded in the winter of 2016 and has since made a name for itself as the brand for second-skin ski suits.
We Norwegians
Launched in October 2014 by Tove Grane and Oyvind Lauritzen, We Norwegians (which is, yes, founded by two Norwegians) offers an all-important but not often-seen component of ski-wear: base layers. As the popularity of second-skin catsuits continues to rise, so too does the need for body-skimming knitted base layers. As well as impeccably designed outer-wear, We Norwegians offers Merino wool and blended leggings, turtlenecks, and more in simple but sophisticated colourways and patterns – a stripe here, a chevron there. And, even if you don’t ski, pieces can be worn like knitwear.
Marks & Spencer
If you thought Marks & Spencer stopped at high-street basics and multi-pack knickers, think again. Get ready for your next Alpine adventure with M&S’s skiwear collection, complete with padded jackets and gilets, protective trousers and waterproof ski suits for coverage from top-to-bottom. And if you’re in the market for affordable – yet extremely comfortable – thermals, then take a look at the Heatgen™ collection, where you will find long-sleeve under-layers and leggings to keep you cosy all winter-long.
Mackage
Though Canadian cold-weather outfitter Mackage is not a new label, having been founded in Montreal in 1999, the brand has recently amped up its ski offerings (also debuting snow-friendly footwear in 2020). For ski suits that will really and truly keep you warm (no jacket required!) and belted puffers trimmed with shearling, Mackage has quickly become a go-to brand for the ski set. The look is slick, unfussy and subtly sporty.
Perfect Moment
For fashion girls, there’s really just one ski brand: Perfect Moment. Though its “Aspen” sweaters and other cosy knits have become staples of chic chalets and ski lodges, the brand actually has a much longer history than you might assume. Perfect Moment was founded in 1984 by professional skier and filmmaker Thierry Donard, initially focusing on high-performance ski wear. Today, its signatures include star motifs, bold houndstooth checks, and merino turtlenecks emblazoned with playful, on-theme words like “Ski,” “Piste,” and “Après.”
H&M X Perfect Moment
15 years since Perfect Moment was taken over by British-Swiss couple Jane and Max Gottschalk, the brand has launched its first-ever capsule ski collection with high-street stalwart, H&M. “We’re thrilled to be collaborating with Perfect Moment on this winter collection – it’s unexpected, dynamic, and sure to spark excitement,” Ann-Sofie Johansson, creative advisor and head of design womenswear at H&M recently told Vogue. What’s more, the collection features plenty of pieces that will look just as good on city streets as they do on the snowy mountains, so whether or not you have a skiing holiday booked, this is the collection for you.
Goldbergh
The signature Goldbergh style is feminine with a sleek, close-cut silhouette, designed with the female form front of mind. Co-founder Sandra Peet explains that she wants women to feel empowered by activewear, describing the Goldbergh woman as having a “twinkle in her eye” and being “unafraid to take risks.” The brand offers a myriad of beautifully-designed base layers, ski jackets and trousers that expertly incorporate fashion into sportswear and work just as well on the slopes as they do at the après ski bar.
J.Lindeberg
Born from a desire to create trendy, sophisticated clothing for people with active lifestyles, former marketing director of Diesel, Johan Lindeberg, founded his namesake brand in 1996. The autumn/winter 2024 ski collection uses thermo garments, advanced mid-layers and super technical materials to create versatile pieces that are suitable for the city and slopes alike. From cobalt blue trousers to a padded leather jacket, allow J.Lindeberg to become your new winter wardrobe go-to.
Free People
Known and loved for everything from boho-leaning dresses to brightly-coloured sports shorts, Free People offers far more than just the basics when it comes to sportswear. Waterproof jackets designed with the highest level of moisture protection, cold weather accessories, such as Hestra gloves, and extra-warm fleece balaclavas are all part of Free People’s skiwear collection that provides a one-stop-shop for everything you need for your next Alpine adventure.
