At the Milan Fall/Winter 2026 menswear shows in January, Dsquared2 presented its runway against a backdrop of a snowy mountain. Models walked down a white staircase resembling a frosty hill, and actor Hudson Williams, known for his role in “Heated Rivalry,” made his modeling debut, causing a stir online. The show paid homage to cold-weather sports and the Winter Olympics while also reflecting the rising trend of après-ski fashion.
If you’ve been active on social media recently, you’ve likely encountered the trending style characterized by fashionable puffer jackets, luxurious fur coats, chic snowsuits, Fair Isle knits, puffy boots, sleek sunglasses, and other attire suitable for post-ski socializing at the chalet.
Numerous brands have launched special collections for this winter season, suitable for both on and off the slopes. Nike and French fashion house Jacquemus introduced an 18-piece collaboration with ’80s-inspired silhouettes, H&M partnered with skiwear label Perfect Moment for a range of cinched puffer jackets, faux-fur boots, and knit balaclavas, while heritage brand Roots unveiled cozy sweaters with a retro vibe.
The Dsquared2 show showcased bedazzled puffer jackets and ski boot-inspired heels, underscoring the growing influence of après-ski fashion in current trends. The brand’s founders, Dean and Dan Caten, explained that exploring winter sports felt like a natural fit for their Canadian roots and a way to showcase the brand’s direction, as skiing embodies a blend of performance and fantasy.
Although the current aesthetic trend seems to have peaked this winter, the fusion of style and skiing has been a long-standing tradition. From iconic figures like Marianne Faithfull and Princess Diana to leisure photographer Slim Aarons capturing skiers over the decades, fashion and skiing have intertwined over time.
Fashion stylist Ashley Galang noted that until about a decade ago, sartorial choices for skiing were limited, with high-end brands like Bogner and Moncler commanding high prices and sportswear giants like Burton, O’Neill, and Roxy offering more accessible options. However, the intentional creation of ski-focused collections by labels like Gucci in 2021 marked the beginning of the current après-ski fashion wave.
The surge of après-ski fashion can also be attributed to the 2026 Olympic Games, co-hosted by Milan and Cortina d’Ampezzo, with collections released for the Winter Games contributing to the trend’s prominence. Aspirational content on social media, featuring celebrities like Kim Kardashian and Kate Hudson embracing the style, has further fueled the trend’s popularity.
The casual-luxe vibe of après-ski fashion offers a fun and bold approach to winter dressing, resonating with many seeking a playful fashion statement. With its growing accessibility, the trend is expected to persist in the winters ahead, making it a worthwhile investment, particularly in footwear choices like puffy lace-up boots from brands such as La Canadienne, Sorel, or Ugg. Embracing the essence of après-ski chic doesn’t necessarily require expensive technical gear, with key elements like leggings, knits, and cozy accessories being easily obtainable and sustainable through thrifting.