Will China’s Ski Fever Cool Down?

This month’s China Collabs Column tests the country’s booming skiwear market and looks at some of the best ski-inspired partnerships. 

This monthly column looks at the very best China-related collaborations and drops that are transforming the retail landscape. From local fashion brands to C-beauty, virtual idols to NFTs, and KOLS to lifestyle and games, Jing Daily offers a curated selection of what’s dropping. The column will also feature in Jing Daily’s bi-weekly Collabs and Drops newsletter — a 360-degree lowdown on the world of collaboration. 

With an eye to the China market, luxury brands have been piling into the ski industry recently, preempting the country’s boom following the Beijing Winter Olympics. And boom it certainly has.

During 2021, big names like Dior and Louis Vuitton released ski-related looks, products, and collections — even amid the pandemic. More recently, Chanel invited Korean idol artist Jennie to shoot a commercial for its COCO NEIGE2021/22 ski series, and Prada opened limited-time stores inspired by snow sports scenes in Beijing and Shanghai (among others). All in time to ride China’s ski-wave.

According to the report “Ice and Snow Sports Development Plan (2016-2025)” issued by the General Administration of Sports of China, the total scale of China’s winter sports industry was predicted to reach $95 billion (600 billion yuan) in 2020. By 2025, the total scale of related industries was expected to exceed $158 billion (1 trillion yuan).

From TV shows to galas, the possibilities seem endless. The fascination has even reached inexperienced Gen Z enthusiasts; according to Xiaohongshu, searches for ski tutorials are on the rise, with many inspired by the skills of poster girl Eileen Gu. “Many girls, especially those who don’t know how to ski, might want to dress nicely and take pictures when they go to the ski resort for the first time. I think this demand exists,” Guo Yimeng, founder of the skiwear brand GEGEDO, told local news outlet Jiemian Fashion. Continue to read the full article here