Giorgio Armani Reboots His Neve Skiwear Label in St. Moritz

While the Neve collection—which is already in stores—offers authentic skiwear with all the gear the sport demands, the show was mainly a demonstration of the urban fashion wardrobe that the slopes inspire. Fitted padded trousers and matching puffer jackets had the cool appeal of streetwear, knitted flares and body-con sweaters echoed the current appetite for lounge- and shape-wear worn as fashion, and the parade of formidable faux fur coats that closed the show was an authentic fashion moment. This is a lucrative approach. In the past week alone, Armani has sold ski garments worth some €500,000, a representative confirmed.

For the designer, presenting skiwear as lifewear comes easy: “I love the mountains for walks and the environment, but I am not a good skier. I prefer to swim,” he admitted, his Mediterranean tan intact as ever. “I do love the sun and warm weather, but I also appreciate the different seasons throughout the year. Crisp sunny cold days on the snow are actually beautiful, and I enjoy them a lot.” So much so that, 15 years ago, he bought a house in this alpine millionaire’s paradise. “St. Moritz is undoubtedly one of the most beautiful and popular mountain destinations in Europe, but it has kept its authenticity, which makes it so special,” he said.