It arrived in an unassuming Tuesday morning email. Not a packing list, but a mood board: three color-coded slides of fashion inspo for my upcoming winter mountain weekend in Aspen, Colorado. As I reviewed the palette closely, I started to understand the assignment. This was no ordinary girls’ getaway; it was Operation Cohesive Aesthetic.
What followed was a brief dread spiral over whether my camel cashmere sweater read “chic chalet” or “corporate conference room.” If I wore a traditional Fair Isle sweater, would that get me past the velvet ropes of the après-ski party — or out me as someone who hadn’t received the Alpine dress code memo?
I stared at my open suitcase and began by packing my heavy hitters: a vintage fur coat and matching headband and my Astis buck leather fringe beaded mittens, my ultimate secret weapons that definitely hit the mark. My common sense also surrendered to style as I packed my leather Gucci bum bag — which has zero water-resistant capabilities, by the way — to wear as my ski fanny pack. Was this the smartest choice for the snowy forecast? Absolutely not. But sacrifices must be made in the name of fashion.
Illustration by Katerina Solovieva
By the time our wheels touched down in Aspen, the truth was undeniable: The six of us collectively spent far more time orchestrating our mountain wardrobe than preparing for long ski days. As we rolled our obnoxiously heavy luggage toward the rental car, I wondered if we were the only ones dedicating all this time and effort to our après-ski wardrobe.
In recent years, the winter mountain trip has quietly staged a takeover as the ultimate fashion scene. What was once a strictly functional sporting vacation — where your packing list consisted of heavy-duty Gore-Tex, bulky ski goggles and traction-heavy snow boots — has transformed into a high-stakes style extravaganza. These days, concerns about airline baggage fees fade in favor of a much more critical question: Just how many Lindsey Thornburg cloaks and Yves Salomon fur coats can I realistically squeeze into a single Rimowa trunk?
Thanks to social media influencers’ infatuation with the FOMO-inducing exclusivity of luxurious ski destinations, snowcapped mountains have been recast in a new role. Today, travelers increasingly view cold-weather destinations as a canvas for high-end lifestyle experiences rather than just an athletic playground. In response, plush mountain properties are fully leaning into this scene and opening the floodgates to an entirely new crowd: the non-skier. These converts make the pilgrimage to places like Jackson Hole, Wyoming; Big Sky, Montana; and Sun Valley, Idaho; solely for the atmosphere and the feeling of winter, happily bypassing the long lift lines in favor of the fireside lounge.
The numbers back up this vibe shift, too. Luxury resorts report that upward of 45% of their total revenue comes from non-ski activities, per research firm Market Intelo. In mountain communities, this translates to chic village culture defined by VIP slope-side events, high-fashion pop-ups, world-class culinary offerings and bio-hacking restorative spa treatments. After all, why spend seven hours risking a knee injury on a double black diamond when you can spend that time getting a cellular-renewal facial then sipping some perfectly chilled vintage Champagne next to a cozy fireplace?
Back on our Aspen trip, our athletic ambitions quickly succumbed to the atmosphere. I had to laugh as we had managed to get in a grand total of two ski runs before someone in the group casually suggested we pause for an early lunch. That quick bite stretched into a glorious four-hour affair on a sun-soaked patio overlooking the slopes. We ordered grilled cheese sandwiches and soup, which arrived at the table looking like they came with a Michelin star and perhaps even a publicist.
The long lunch was the perfect vantage point for watching the Alpine style game unfold. Après-ski fashion was in full effect. The heavy-duty performance gear we saw on the ski runs was traded out for statement coats, designer sweaters, beautiful shearling jackets, fur boots and oversize designer eyewear that looked more suited for a European runway than a Colorado chairlift.
Reflecting on that girls’ getaway, I can confidently report that our collective efforts paid off. Our group photos looked like something out of a luxury brand’s winter lookbook. The fur coats and headbands were flawlessly coordinated. The designer boots totally fit the mood, and the gold mirrored sunnies were a glamourous touch. Plus, my Gucci bum bag made it home without water damage — mostly due to spending more time on a patio than on the ski hill.
For all future snowy escapes, my plan is simple: I’ll be leaning into the beautiful absurdity and aesthetic of it all. Curating my looks became a fun creative endeavor and a rare opportunity where everyday rules don’t apply. It’s pure, unadulterated fun. And isn’t that exactly what fashion should be?
After all, life is too short to blend into the snow. When it comes time for the next girls’ mountain getaway, the ski lift passes may be optional, but the camel cashmere sweater and a prime table on the trendiest slope-side patio definitely won’t be.
Read this article as it appears in the magazine.
