When fashion goes skiing - All the brands that have opened a pop-up on the snow

As every year, with the arrival of the holiday season, luxury brands and fashion houses dive headfirst into opening pop-up stores and true boutiques in the heart of the most beloved tourist destinations by their customers. Last summer, beach locations like Taormina, Portofino, and St Tropez hosted the new retail installations of brands, such as the launch of beach clubs with branded umbrellas. Now, just days before Christmas and New Year's, the houses have turned their best attention to the luxury ski resorts. Tyler the Creator stayed warm in California for his 12 Days of Christmas pop-up, but others have moved to the mountains, with skis and snowboards in hand.

From Aspen to St Moritz, here are all the new openings in the snow for December 2023.

Loro Piana in Zermatt

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This winter, Loro Piana will spend its vacations in Zermatt, in the heart of Switzerland, having just opened a pop-up store inspired by the architecture of the nomadic peoples of Mongolia and Inner Mongolia, where Loro Piana's fine cashmere comes from. An oval-shaped boutique with a minimalist design, it has attention to detail thanks to the Loro piana Interiors line. Outside, customers can relax in a lounge wrapped in the maison's warm blankets, while inside the Gher, named after Mongolia's characteristic buildings, the brand's latest collections and an innovative Ski Capsule are available, under the banner of high performance and elegance typical of Loro Piana DNA.

Jacquemus in Courchevel

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How to tell about new tourist openings without mentioning Jacquemus? The brand is taking a true world tour through targeted openings, from Como and St Tropez to Seoul. This Christmas, the hyper-French house has opened a snowy pop-up store in Courchevel, one of the most sought-after - and chic - locations in the French Alps. In a 100-square-meter boutique, Jacquemus unveiled a candid white design, developed on two levels and set up with the new limited edition "Guirlande" capsule, inspired by the Christmas holidays. With an opening scheduled until the end of March 2024, the pop-up store confirms designer and founder Simone Porte Jacquemus's commitment to creating a unique retail experience that leverages the good mood of customers once they reach the peaks where the air is freshest.

Bottega Veneta in Aspen

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Burberry's festive season is not limited to just one pop-up store, but goes on a real tour around Europe, stopping off to celebrate the Christmas season in the snowy destinations most loved by the maison's customers. At the beginning of December, Burberry opened temporary stores in G&B in Courmayeur and Franz Kaler in Cortina d'Ampezzo, while later the boutiques of Maltempi in Courchevel and MODES in St. Moritz will be unveiled. Oases covered in the British fashion house's classic check, the pop-up stores designed by Burberry offer the great staples of the coldest season of the year, from hot water bags to socks, coats and scarves.