Winter transforms landscapes into immaculate canvases, encouraging introspection and movement.
This year, major luxury brands have turned mountain peaks into the stage for personal narratives. From technical prowess to the celebration of intimacy, the 2025/2026 winter campaigns invite us on a stylistic ascent, where elegance is measured as much by altitude as by emotion.
Gucci Altitude: mastery and intention
Gucci makes a striking entry into the world of skiing with Gucci Altitude. To showcase this first collection, the brand chose ambassador Jannik Sinner, himself a former junior ski champion. The campaign is an ode to mastery, depicting Sinner traversing mountain peaks with serenity, far removed from the spectacle.
The collection, a successful marriage of technical performance and iconic codes, extends to skis and snowboards in partnership with HEAD. Gucci offers a vision where discipline transforms into absolute distinction, ready for the "next ascent".
gucci.com/fr/fr/nst/gucci-altitude
Loro Piana: Textured Comfort
Loro Piana presents its Holiday Collection 2025/2026 as a smooth transition. The brand captures this "quiet sophistication" where comfort is paramount. layering wintry meets simple refinement.
The collection, rooted in a warm color palette reminiscent of sepia-toned films, is distinguished by its rich textures: mohair, baby cashmere, and velvet. The ski and après-ski capsule collection particularly highlights those moments of relaxation where textured comfort reigns supreme. The scarf is a key piece. Grande Unita, reissued from the 1980s, reminds us that true luxury lies in timeless softness.
Prada Holiday: A celebration of the chosen family
With A Winter's TalePrada takes us on an odyssey less focused on clothing than on emotion. Filmed by Glen Luchford, the campaign uses the snow-covered landscape as a cinematic backdrop, a place of escape and introspection.
Featuring talents like Maya Hawke, Damson Idris, and Louis Partridge, the story celebrates "the idea of a chosen family." Their journey reveals the warmth of connection in the heart of winter. Prada reminds us that this season is above all a time for storytelling, where magic can appear at any moment, and where clothing is the silent partner in a human adventure.
Chanel Coco Neige: fluid elegance
Chanel's Coco Neige 2025/2026 collection perfectly blends sophistication and technical expertise, inspired by Gabrielle Chanel's love of the mountains. Embodied by actress Nana Komatsu, the campaign demonstrates that style doesn't have to be rigid in the face of winter's harshness.
The silhouettes are fluid and versatile, combining Chanel's iconic aesthetic (revisited tweed) with technical fabrics. The palette is frosty and deep. Coco Neige is designed to be mixed and matched endlessly, from the ski lift to dinner in town. It's a modern invitation to move freely, where style is a playful ally against the elements.
chanel.com/fr/mode/collection/coco-neige-de-chanel-2025-26-highlights
