Here’s How Brands and Creators are Hitting the Slopes During the 2025 Ski Season

It’s a rather unusual sight seeing Brits flee the brisk winter temperatures for even colder climates in places such as Verbier or St. Moritz. However the 2025 ski season is a must for marketers and brands alike, looking to show up and show out. Or should we say snow out.

These destinations offer a perfect backdrop for marketers to showcase products while tapping into the luxury and adventure of the ski lifestyle. Influencers, with their wide-reaching audiences, are also flown out to these iconic locations, where they capture stunning content amidst snow-covered peaks and upscale resorts. In turn, this aligns products with the allure of winter sports, creating a seamless connection between fashion, adventure, and high-end leisure.

With the clean-girl-aesthetic becoming an integral part of people’s online identities, ski season speaks perfectly to this. The neutral tones and cosy vibes combine both influencer culture and seasonal fashion, making the 2025 ski season a prime time for brands to build their image and reach a captivated, winter-loving audience.

BRANDS AND INFLUENCERS OWNING THE 2025 SKI SEASON

L’Oréal

To celebrate the launch of its Big Deal Paradise Mascara, L’Oréal took some of its favourite faces to Verbier, Switzerland. While there, influencers donned the season’s hottest ski-wear while applying lashings of mascara on the slopes and at Après-ski events.

@lorealparisuk

A look into the BIG DEAL ski trip 👀 #lorealparisuk #makeup #skin #hair

♬ original sound – lorealparisuk

SKIMS X The North Face

Kim Kardashian has expanded Skims’ reach with a bold, new venture into winter wear, collaborating with The North Face. Known for redefining essentials, Skims blends its signature sculpting designs with The North Face’s performance-driven outdoor apparel. The result? A capsule collection that effortlessly transitions from the slopes to après-ski settings.

@skims

The North Face x SKIMS.

♬ original sound – SKIMS

The North Face x Skims collection features reimagined archival designs with a focus on fit and flattering silhouettes in a muted coloir palette. It includes everything from base layers to outerwear, designed to complement all body types. Kardashian, co-founder and CCO of Skims, calls this partnership a pivotal step for the brand.

Jacquemus’ Winter Retreat 

Jacquemus gave us major winter vibes with its “Winter Retreat” Holiday 2024 campaign. Model Alex Consani brought the glamour to a dreamy ski lodge backdrop, dressed in cosy knitwear and stylish boots. Shot by Lisa Jahovic, the collection features soft, neutral tones like cream and beige, perfect for après-ski chic. Think knit bras, fuzzy skirts, and snuggly sweaters, all designed for winter cosiness.

The collection also includes statement accessories like the Rand bag and Jacquemus’ Moon Boots collaboration, plus winter essentials like gloves, scarves, and beanies.

@jacquemus

Shaky @Alex Consani on set 🥶

♬ Originalton – Donnie_The_Gent

Kiehl’s X Jackson Hole Mountain Resort

Kiehl’s is back for its second year partnering with Jackson Hole Mountain Resort (JHMR), now as the Official Skincare and SPF Partner for 2025. This collaboration has already received rave reviews from visitors and locals, and Kiehl’s is expanding its presence with more sampling, exclusive events, VIP hospitality, and enhanced product availability. Skiers and adventurers can enjoy Kiehl’s premium SPF and Ultra Body Cream while embracing the stunning Jackson Hole outdoors. With added retail locations in Teton Village and Jackson Hole Sports, the brand ensures customers have easy access to its products year-round.

@kiehls

WE’RE HEADED BACK TO THE MOUNTAIN!❄️⛷️ As the Official Skincare and SPF Partner of Jackson Hole Mountain Resort. Get ready for an action packed season of extreme adventure, climates, and high performance skincare! We’re kicking off the winter season ski slope ready-follow along 😉 #kiehlsxjacksonhole

♬ original sound – Kiehl’s Since 1851

In addition, Kiehl’s Hell’s Kitchen store in NYC will transform into an immersive pop-up, offering exclusive merchandise and promotions, tying together the spirit of mountain life and city living. Shoppers can enjoy special gifts with purchase, including limited-edition beanies and socks. This new concept store highlights Kiehl’s commitment to high-performance skincare while engaging with customers in fun, adventurous ways. 

Aperol

What’s the first thing you think of, when you think of après ski celebrations?

An Aperol Spritz.

Aperol, owned by Campari Group, is aiming to make the Aperol Spritz the go-to après ski drink with new partnerships at ski resorts. The brand will host pop-up bars and DJ-led parties across Canada, Italy, France, Switzerland, Austria, and U.S. mountain towns like Aspen, Colorado, and Mammoth, California. In the U.S., Aperol is sponsoring concerts and events in Aspen this February and March.

To match its après ski vibe, Aperol is launching the Après Ski Collection, featuring fun, mix-and-match pieces inspired by its signature orange hue. Available online, the collection starts at $8. Perfect for adding a splash of joy to your 2025 ski season adventures!

Molly-Mae Hague

Molly-Mae Hague is undeniably the most popular winter-loving influencer in the game. With a looming collaboration with Beauty Works, shot in snowy St. Moritz, Hague’s winter-led aesthetic has been well-maintained on her Instagram and TikTok feeds. No wonder brands are jumping at the chance of collaborating with her this 2025 ski season.

@mollymaehague

Cold trips over warm trips. Always. #stmoritz #fyp

♬ Genesis – Runa🖤

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