Supermodels on the slopes: Moncler took us skiing for AW24

The ski trip is arguably one of the highest markers of prestige. What’s more chic than heading to a remote lodge in some faraway climes, swaddling yourself in various jackets and snow ploughing down a mountainside? Then afterwards, using that all as an excuse to have an après-ski blowout? The fact that the ski goggle tan has long been seen as a subtle flex tells you all you need to know, really. It’s skiing’s innate chicness – and its inaccessibility – that makes the sport the predilection of the elite, and no brand knows how to tap into that sophistication like Moncler.

The Italian house’s sub-label, Moncler Grenoble, was founded back in 2010, but for its inaugural runway show this AW24 season, Remo Ruffini pulled out all the stops, transporting us to a winter paradise in Switzerland’s Engadin Valley. A line of about 250 guests – including Kate Moss, Anne Hathaway, and Michael Ward – snaked down the hillside of the St Moritz ski resort, all of them swathed in padded capes from the Italian brand. Add in the ethereal, backlit forest and the inky cover of night, and this was possibly one of Ruffini’s biggest productions yet – your local dry slope this certainly was not.

As soon as Vittoria Ceretti trunched down the snow-strewn catwalk in a ski jacket lined with a long wool vest, you could see what the brand was trying to do. This collection was still making concessions to the brand’s technical heritage, but elevating it for the more fashion conscious crowd. Irinia Shayk soon followed in a belted one-piece and a helmet in her hand, then came a taupe and grey section of longline coats, still more on the technical side of the line. But it was Emily Ratajkowski’s entrance about one third of the way through the show that signalled a bit of a shift. Arriving in an all white ensemble of huge shearling moon boots and a plush, wool coat, this was clearly for the woman who wanted to head to the slopes, but not do very much skiing. From here, the offering took on more of a day-to-night feeling, as if the models were ready to come straight off the slopes and to the afters at the lodge.

After this, prints exploded onto jackets and goggle-like sunnies encased models faces. The puffer jackets were a standout in the collection, coming in a variety of different panelled constructions in baby blue, white or monogram. One particular puffer iteration was constructed to look like a Fair Isle jumper, with each individual diamond a down-filled section. It was a refreshing take on an item that’s reached peak saturation, and a fitting symbol of the label’s attempt to marry classic heritage with a streetwear-coded, urban cool. Skiing may remain out of reach for many, but with this new Grenoble offering, more and more of us will be gagging to hit the slopes.