Yasmeen Perrin
The Ski Core trend : how the mountain became retail's most powerful aesthetic
For a long time, skiing meant family holidays and ESF medals pinned proudly to an anorak. A near-nostalgic ritual, far removed from the logic of desirability and the retail strategies we know today.
That landscape has shifted, radically. The ski resort is no longer simply a holiday destination : it has become a space for brand expression, a vehicle for image-making, a social marker. Between pop-up stores at the foot of the pistes, capsule collections and immersive scenographies, the mountain has established itself as the new frontier of experiential retail.
How did skiing evolve from a seasonal pastime into a genuine status symbol ? And why has snow become one of the most powerful backdrops in contemporary retail ?
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Altitude et attitude
Skiing is trendy. But it hasn't always been this way.
Not so long ago, the base of the slopes meant small, overcrowded shops stacked with fluorescent green ski suits and goggles that would, without fail, leave a perfectly geometric tan line across your face.
Today, the scene looks very different. The pistes have taken a new direction, becoming prime territory for brand storytelling and creative expression.
Skiing has upgraded. It has fully embraced its "fancy" side. An entire world of exclusivity has been built around it : Instagrammable hot chocolates at the summit, artfully staged raclettes, outfits that wouldn't look out of place on a fashion week street-style page.
It has to be said : the mountain offers a visual language unlike any other. The blinding white, the snow-capped peaks, the quiet magic of falling snowflakes. Powerful symbols, loaded with positive emotion, that brands have been quick to capture and stage through carefully conceived pop-up experiences.
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Inditex chose the Swiss Alps to launch a pop-up store called Zara Ski, an ephemeral boutique conceived in the shape of an igloo, offering an immersive journey into the world of the mountain. The objective was twofold : to market its dedicated ski collection, and to strengthen its positioning in a segment where the brand still has room to grow.
The Mountain as Dopamine Detox
When 82% of the French population lives in urban areas, the mountain reveals itself as a necessary escape, a place to slow down, breathe, and disconnect. A space for what we might now call a dopamine detox.
Noise no longer inspires. What consumers are seeking today is calm, authenticity, comfort. An experience that soothes rather than stimulates. Brands have understood this shift entirely : they are appropriating the codes of the mountain, the chalet aesthetic, the stillness, the raw materials of wood and stone, to fuel a richer, more meaningful form of storytelling.
The mountain is no longer selling a holiday. It is selling a way of taking care of oneself.
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Milan-Cortina 2026: The Olympic Effect
The rise of the mountain in retail can be attributed to a confluence of factors. But one has acted as a true accelerant : the 2026 Winter Olympic Games.
As Milan-Cortina approaches, the event has transcended the world of sport to become a cultural and aesthetic showcase. Retailers have moved swiftly to capitalise on the momentum : leveraging the excitement to sharpen their visibility, assert their legitimacy, and benefit from the powerful halo effect of an event of this scale.
EA7 Emporio Armani, official outfitter of the Italian Olympic team, offers a telling example. The brand installed dedicated pop-up spaces within its Milanese flagship, complete with scenography, branded window displays and a curated space devoted to the Team Italy EA7 collection : a seamless fusion of sport, style and national pride.
Conclusion
The mountain has become a concept. Through immersive pop-ups, dedicated collections and scenographies drawn from the world of chalets and mountain refuges, retail is transforming the ski resort into an experience laboratory. Everything becomes material for storytelling.
In a cultural climate where consumers are craving meaning, slowness and self-care, the mountain aesthetic presents itself as a near-perfect vehicle. It allows brands to embody a lifestyle and anchor themselves within a visually and emotionally compelling universe.
The Milan-Cortina 2026 Winter Olympics have acted as a catalyst, amplifying this dynamic and pushing it further into the mainstream.
More than a seasonal trend, skiing has cemented itself as a genuine image driver. The mountain is no longer selling a holiday.
It's selling an attitude.
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