Skiing with Gucci in Cortina d'Ampezzo The brand has opened a boutique in collaboration with the historic retailer Franz Kraler

Cortina has been a reference destination for the world of luxury since the nineteenth century. A privileged destination for the European aristocracy for more than a century, the beating heart of the Italian myth of the skiing holiday and an aspirational destination for the middle class of the 80s, its aura of classic beauty and its role as a hub for luxury customers in half of Europe have made it a location loved by luxury brands for decades.  The most recent to land in the city is Gucci which has opened a pop-up boutique in Corso Italia, 88 in collaboration with the historic retailer Franz Kraler, a name that from the 80s onwards has been a reference point for high-altitude fashion shopping. The boutique opened its doors in the city today presenting the second highly anticipated drop of the new Gucci x The North Face capsule.

The longevity of this myth is inextricably linked to the history of Cortina itself, to the aspirational dimension gained by the locality precisely in that period of transition in which Italian luxury came out of its tight aristocratic circles to address a new audience of young customers modernizing in turn, becoming part of a wider culture.