From the Slopes to the Podium: How Luxury Is Shaping the Image of Skiing

At Louis Vuitton, Pharrell Williams has decided that winter 2026 will be more than a season: a manifesto. A statement that is as aesthetic as it is strategic. His ski collection—the first of its kind since his arrival as Artistic Director of the menswear line—draws as much from Miami’s sun-drenched streetwear as from the spectacular imagery of the Rockies. Pastel shades flirt with optical white; volumes become protective, almost cocooning, while technical materials assert themselves without ever sacrificing style. Here, a padded jacket becomes a piece of wearable architecture; there, ski trousers adopt the suppleness of city wear. Pharrell achieves an unexpected synthesis: that of slope and runway, of performance and desire.

Behind these silhouettes lies a clear message: the mountain has become a new strategic territory for luxury. A space where notions of freedom, movement, and technical excellence are being re-enacted—core values for maisons seeking to renew their narratives.