The winter season has officially begun. The first snowflakes are falling, covering mountains and valleys with a pristine blanket, and the ski resorts are opening their doors. Along with them, skiers for whom fashion doesn’t stop at the bottom of the slopes arrive. But the phenomenon isn’t limited to winter: once summer comes, the same enthusiasts take to the hiking trails, equipped with ultra-technical gear but also carefully chosen for its style. Outdoor sports are no longer just a leisure activity: they have become a stage where appearance is just as important as performance.
Style in every season: summer and winter alike
Whether racing down snowy slopes or hiking rugged trails, appearance seems to matter just as much as gear. Of course, proper shoes and a functional backpack remain essential, but the rest of the outfit can follow the latest trends without hesitation. Social media has amplified this trend: casual hikers now adopt the look of “pros,” sharing every detail of their gear as if it were a runway outfit.
This summer, influencer Jade, known as “Call me Gattoni,” perfectly illustrated the phenomenon. Before starting a 30-kilometre trail in the Dolomites, she posted a video showing her impeccable outfit. Reactions were immediate. Some mocked the cost of her look: “600 euros of outfit for 30 kilometres” while others questioned her physical preparation: “If you skip training and rely only on the flow, at some point it’s going to hurt,” one comment said. But many admitted she looked great, regardless of the circumstances.
“Is this a trail or a fashion show?”
This mix of fascination and skepticism shows the complexity of the trend. It also reveals the way women and their appearance are perceived in sports settings, sometimes edging into misogyny. Yet beyond the criticism, Jade embodies this emerging moment where style and performance can coexist.
When ski resorts turn into fashion capitals
With the first snowfall, ski resorts become extensions of major fashion capitals. Brands have caught on and are multiplying collaborations. On the slopes, every descent becomes a winter runway, with Gore-Tex jackets, technical trousers and accessories cutting through the powder.
This season, Nike has teamed up with Jacquemus to launch its first collection, “Après Ski,” featuring eighteen pieces designed for the creator’s favorite sport. The Jacquemus universe is heading to the mountains, mixing chic minimalism with gorp-core. Casablanca, for its part, unveils a brand-new collection dedicated to winter sports, playing with ultra-vintage imagery. These launches confirm that outdoor gear is no longer only functional, it has truly turned into a creative playground for fashion brands.
The outdoor market boom
The renewed interest in outdoor activities isn’t new, but the pandemic significantly accelerated it. During lockdowns, many city dwellers discovered (or rediscovered) the pleasure of being outdoors, jogging in parks, hiking nearby hills. In this context, the outdoor market exploded. In Paris, Centre Commercial, run by Veja near Place de la République, even opened a store fully dedicated to outdoor gear. The brand also organizes regular running events, at a time when running clubs are popping up in every major city. Some fashion influencers, like MV Tiangue, have even created their own gatherings. Sports are no longer just about health or leisure; they are now a marker of coolness.
Brands have responded accordingly. Scarpa, experts in hiking shoes, Veja with its running models, and Pas Normal Studios are leading the market. But countless emerging brands are competing to offer equipment that is both high-performance and fashion-forward.
Whether speeding down slopes, exploring hiking trails, or joining a running club, the outdoors has become a place where performance meets style. And the trend isn’t slowing down: even Pilates outfits, once confined to the studio, are now proudly worn around the city.
