When it comes to outdoor sports in the past two years, skiing is definitely the top three keywords. On social platforms such as tiktok, skiing equipment has become one of the hottest topics. And behind the phenomenon of skiing explosion, everyone who has a keen sense of fashion must have noticed that the ski suits that once left us with a stereotype as purely functional clothing have completely changed their appearance now. The clothing behind the ski suits Trend culture has been brought to us again.
Skiing as a sport took off in northern Europe in the late 1800s, but didn't really catch on until the 1920s.
While early female skiers wore slit skirts or shorts under their tunics, by the late 1920s, after skiing became an Olympic sport and gained in popularity, women began wearing baggy ski pants similar to men's.
In the 1930s, women's ski clothing continued to be popular, but also functional.
With the introduction of lastex elastic threads, the knitted straps are fastened to the bottom of the trouser legs and cuffs. The craze for two-tone ski suits, with jackets and trousers in different colors, began.Ski suits from this period were mostly made of heavy wool, often lined with cotton flannel.
By 1940, advances in ski lift technology required a more streamlined look for Ski Wear, and downhill skiing at higher altitudes required clothing to become more aerodynamic.
The colors of snow suits during this period are usually sombre browns, grays and dark blues, with details such as bright yellows, oranges and reds.
The 1950s was a boom decade for skiwear. Skiing quickly became popular as travel became more accessible. These larger markets led to new developments, especially in textile technology, where synthetic materials proved to be more warm and waterproof than natural fibers.
Moncler was founded in 1952 by French outdoor enthusiast and entrepreneur René Ramillon. Willy Bogner founded his eponymous ski label in 1932. The company's first fashion show took place in Munich in 1948. The label's most groundbreaking Bogner stretch pants even made Marilyn Monroe a fan.
The 1960s saw a second wave of skiing.
A popular event for the rich and famous, it became a new way to show off, with elegance, luxurious fabrics and slim tailoring the hallmarks of the time.
In the ensuing 1970s, ski suits began to be made entirely of synthetic materials, the generation of fleece fabrics realized a more effective layering system, and snow suits gradually entered daily life.
The birth of GORE-TEX brought ski wear into a new era. The lightweight, breathable and waterproof neon-colored one-piece ski suit became one of the important marks of the 80s and 90s.
Moving into the 21st century, the brightly colored skiwear trend began to fade, and slim fits gave way to loose outerwear. Snowboarding and its youthful, rebellious culture became mainstream for the sport and ushered in a new era of skiing.
However, all of this seems to have little connection with our lives, especially just a few years ago, where was our view on ski clothing?
"There is a reason why you are expensive", this sentence is vividly reflected in ski suits. In terms of air permeability, waterproof and functional design, high-quality snow suits are naturally expensive. In the face of high prices, people often choose relatively cheap ski clothing products, or even daily warm clothing to go to the ski resort, which is a very common compromise choice.
When outdoor high-performance terms such as GORE-TEX and water pressure resistance index are still not popular around us, people's requirements for ski clothing are still at a minimum, and it is even more difficult to produce too much pursuit from an aesthetic point of view.
More intuitively, color tone is another important reason for making ski clothes "ugly". After entering 2010, people have gradually paid attention to the functional requirements of ski suits, and high prices have become a reality that consumers can gradually accept.
And brands like The North Face, Burton, and Helly Hansen slowly began to appear on the ski slopes. However, in the tepid market process, the monotonous tones dominated by dark colors on the ski field are still the mainstream choice of the public.
After experiencing the flourishing of personalized outdoor brands in the millennial generation, the equipment of the entire outdoor industry began to enter a period of mediocrity in design. Although the fabrics and functionality are constantly improving, the overall tone is far from the gorgeous late last century.
At the opening ceremony of the Winter Olympics, the Canadian team in the big red down jacket gave luluelemon the limelight, and Ralph Lauren continued the tradition of providing ski equipment support for the US team.
The close relationship between ski suits and fashion has been constantly cut, and it has been brought to the Chinese people again through the Winter Olympics.
During the competition, the big Prada brand logo was very conspicuous on the veneer of Julia Marino, the American freestyle skiing master and the gold medalist of the 2017 World Extreme Games. Although it also attracted criticism from the Olympic Committee that it is not a sports brand and requires Prada to smear the classic red line, this does not stop the enthusiasm of luxury goods entering the ski market.
In the just-concluded winter, LOUIS VUITTON and DIOR have launched ski capsule series one after another, and increased their exposure by opening pop-up stores in such as Songhua Lake Ski Resort. In addition, cooperating with outdoor brands is another fast track. In the cooperation series between ZEGNA and La Sportiva, we also see the use of a large number of skiing elements, and such examples are not uncommon around us.
In addition to enjoying the excitement brought by new sports, this group of people is also keen to share luxury lifestyles on social media. Compared with the professionalism of equipment, the value of fashion trend has become the first demand.
Skateboarding in summer and skiing in winter have become the norm for many young people in outdoor sports. The popularity of snowboarding has allowed Volcom, Nitro Snowboards and other snowboard brands to try to attract a new generation of trend-loving young ski consumers through the blood of their own skateboarding and surfing brands.
Compared with the traditional ski crowd, this group pays more attention to the brand's accumulation of youth culture and street culture, and also pursues to show individuality in equipment, bringing rebellious and pioneering street elements into the ski resort.
Burton AK457 and Mine77 series.
In addition to taking advantage of the luxury and trendy industries, professional outdoor brands have actually made their layout early. The legendary German ski brand BOGNER mentioned above will officially enter at the end of 2021, focusing on the concept of luxury sports. And professional brands that have been in the trendy outdoor field for a long time are gradually appearing in front of us when the media is constantly digging out behind-the-scenes stories. Burton is one of the classic cases.
In recent years, the Analog series, which has attracted a lot of attention due to the exposure of a large number of pioneering works in the millennium era, and the AK457 series, which was personally operated by the Japanese trend godfather Hiroshi Fujiwara, pushed Burton into the trend circle, plus the Mine77 signature created by Jake Burton himself. The series, while having both high professionalism and aesthetic appearance, are gradually recognized and sought after by senior ski enthusiasts, and find their own identity in these equipment.
Old Japanese ski brands such as Goldwin, Phenix and Descente have begun to reshape their image in the hearts of young consumers in the new generation of outdoor aesthetics. For example, Descente, who has entered the brand matrix of Anta, not only has a high rate of appearance in the snow field in recent years, but also has a tendency to become the next "Arc'teryx". catch the attention of consumers.
The urban outdoor characteristics shown in these products allow a group of young people who prefer urban outdoor or gorpcore styles to find an entry point to enter the pit, and fall in love with skiing step by step from the city to the ski resort.
From high above to ordinary life, skiing is no longer out of reach, and it has begun to move closer to hot topics such as parent-child, clothing, etc., and through the continuous popularization of science under the media, young people have begun to have a deeper understanding of skiing and even the entire outdoor sports. level of cognition.
It is common in SNOW51 and the repeated popularization of professional equipment knowledge by major media, so that young consumers also have a three-level understanding of skiing.
Begin to pay attention to the scientific three-layer dressing rule, and view the sport more rationally and professionally, which has become one of the important characteristics of the new generation of skiers.
This has also led to the concept of outdoor aesthetics starting to expand from the outside to the inside, and it has also allowed more outdoor brands to see opportunities. Like the domestic emerging brand Outopia we have introduced, this season takes skiing as the starting point. It stimulates the young people's demand for dressing from the inner layer.
In addition to the continuous updating of functionality and materials, the color changes of ski suits can also reflect the current sports background.
According to the data, in 2022, the proportion of women in my country's ice and snow sports groups will be slightly higher than that of men. Therefore, from the black, white or simple solid-color snow suits in the previous stage, to the current ski resorts, there are constantly appearing personalized color matching, printing or The high-end color palette is obviously not an accidental phenomenon.
Nowadays, when we often discuss the aesthetics of outdoor sports, ski clothing has undoubtedly become a very special part of it because of its fashion attributes from beginning to end and the reflection of social phenomena.
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