My new favorite fashion activity is Snowsports

As always, at the top of the hill, the moment of calm will envelop you. After all, you’re thousands of miles away from your work email, and the terrain around you is a white blanket. Your goggles catch the glittering sunlight, you push yourself off the top of the slope, and so calm, calm as you navigate the mountainside with your skis and plenty of courage It changes to adrenaline.

Every year for a group of tourists, this is the feeling they chase. Whether they’re snowboarding, skiing or snowshoes, it’s the act of becoming physical in the winter landscape that brings them back.

And it is also a group that grows faster and bigger each year, according to strategists and industry observers.

Related Article: 11 Things to Pack for a Super Fashionable Ski Holiday

China is poised to see its local snow economy surpass the 1 trillion yuan mark this year. Compared to 10 years ago, when China won its bid to host the Winter Olympics in 2022, the Snow Economy had won 270 billion yuan.

What we see in China is not just a phenomenon. Because you only look the other side of the Swiss Atlas to see similar results. In a 2024 study published by the Swiss Journal of Economics and Statistics, researchers found that high-altitude towns saw the same amount of population growth as those lying at high altitudes, and municipalities that are easier to access. I discovered that it was done. According to geologists, Switzerland is a country that is primarily mountainous and has 70% of its population growth, but when it comes to researchers boil it down and the number of tourists in winter is increasing. I did it. They’re already out frequently for thrilling winter action shots.

According to local travel industry experts, Singaporeans are equally directing tourist dollars towards cooler climates.

“Since the pandemic, there has been an incredible surge in the number of people signing up for ski holidays,” says Wong Yew Hoong, director of local tour operators at EU Holidays. “We have seen a significant increase in sign-ups of about 300%, and this growth has become a common trend for overseas skiing and snowboarding as well as adventure seekers and families, so travel is a good thing. reflects a broader change in preferences.

Wong also points out that the 2022 Olympic Winter Games, particularly in Beijing, played a pivotal role in raising awareness and raising interest in winter sports across Asia.

Related Article: More than just an athlete: Dive deeper into a new partnership between sports and fashion

“It served as a source of inspiration for tourists, motivated many to try new sports and engage in outdoor physical activities. The excitement surrounding the game makes people perceive fitness and sports. There is growing interest among Asian people in fostering a change in methods and exploring a wider range of activities beyond traditional activities,” he adds.

When I spoke to Geoff Buchheister, CEO of Aspen Snowmass, the company that oversees four of Colorado mountains, spanning over 5,700 acres of snowy terrain, shared similar sentiments and observations.

“We are witnessing new participants of all ages discovering sports for the first time,” Buchheister said. “People are increasingly looking for authentic experiences that challenge them, but they are creating lasting memories.”

The ability to travel to Farflung Cold Spots is not just craving the thrills, head of strategy Mimi Lu, according to multinational media media APAC and digital marketing communications company Dentsu. It also appeals to something deeper and more ambitious among everyday travelers.

“Snowsports resonates with the growing desire for a slow, mindful lifestyle and leisure pursuit. Snowsports is able to escape from daily demand, just as it appeals to quiet luxury and wider outdoor trends. Offering and caters to a variety of motivations. “The appeal of Snowsports is its unique blend of thrill, tranquility and exclusiveness. For those on a casual vacation, it is a member of a world as exclusive as the sport itself. It’s about the experience of having something.”

So what does this mean for the fashion industry? After all, Snowsports is not exactly the same league as yoga, barre, or any other everyday sports that can be easily done with the same set of activewear. Snowboarding and skiing can take place in similar landscapes, but the required gear is often very specific to the sport itself, requiring unique tools and clothing.

Related Article: 30 Best Things to Do in Copenhagen for Food and Design Enthusiasts

Fashion houses have also focused on snow sports in recent months. Louis Vuitton’s Pharrell Williams has released a winter line that mixes features. Mix your style of style inspired form preferences. Chunky boots, Maison’s pixelated camouflage printed tracksuits and suites of bags in various sizes are accompanied to your winter trip. Both Dior and Chanel dropped their capsule collections in the final quarter of 2024, cramming in slopes and diagonal wardrobes. Ready for winter, the latter has a pair of quilted skis for your next adventure.

Next is Monkler, a brand that many think when thinking about fashionable threads in Sub-Zero climate. Fresh from the “City of Genius” showcase in Shanghai, you can shred the slopes with Rick Owens’ dream of Gothic style, or Americana-inspired works by the Palm Angels. Oh, and did you mention that Monkler’s Grenoble line is also available at your own discretion?

“The trends at Snowsports remain here, and are far from the trend. With global climate changing towards colder, longer winters in many regions, this boom is the case for people to be outdoors. It has the potential to grow as we continue to embrace a slower lifestyle and make snow sports a staple of winter leisure,” says Lu. Boom offers luxury brands the opportunity to attract younger generations who value adventure and credibility. “

Lu notes that while the brand has already boosted growth in this market, there is still room for innovation, such as modular and customizable gear. “Limited edition collections or athlete partnerships can resonate with this demographic, helping brands build long-term loyalty while maintaining core identity and exclusiveness,” she emphasized I’m doing it.

For Natalie Lim, account manager at Yello, a sports marketing agency with offices in Singapore, Shanghai and Hong Kong, the time for luxury companies to join Snowsports conversations is at this very crossroads.

“The Summer Olympics were a great example,” Lim explains over the phone in detail. “We know that LVMH was a partner in the game and was hosted in one of the world’s biggest fashion capitals. The next winter Olympics will be held in Milan, where Milan is synonymous with style. It’s Fashion Capital. We also saw great content from games run on social media platforms such as Instagram and Tiktok. These are short-form videos that attract the eyes from everyday people. High-end fashion and lifestyle brands If you have time to take advantage of the winter sports clothing category, it’s now. You can’t pay the periodist, so if the metal is hot, hit it.”