The 2022 Beijing Winter Olympics has come to an end, but the resulting wave of ice and snow has not diminished.
Judging from the grand situation of ski photos posted on social media, the goal of "putting 300 million people on the ice and snow" is probably almost achieved.
Image source: pinterest.com
With the heat of this sports event, the ice and snow business has already stood on the cusp.
In addition to the "top-notch" ice piers that are out of stock across the network, those sports athletes have also become the most discussed fashion love beans this winter, and their ability to carry goods is also amazing.
According to the data, on the morning of February 8, the "Gu Ailing same model" winning snowboard was frantically searched, the number of independent visitors to the Faction Tmall flagship store increased by 945% year-on-year, and sales soared by 450% year-on-year the previous day, and many models are currently out of stock.
On the diversity of Gu Ailing's same model
Image source: Screenshot of Little Red Book
In addition to professional brands, many luxury brands have also rushed into this blue ocean, and the field of ski equipment is staging a "beach landing war".
Haute couture houses have not only launched ski collections, but also invested large marketing budgets to create a heartwarming "sense of atmosphere". From the cafes at the top of changbai mountain ski resort to the limited-time boutiques in Songhua Lake Resort to the advertising blockbusters performed by a group of stars, in short, their purpose is obvious, that is, to spare no effort to make people crazy to plant grass.
Located at the top of Changbai Mountain Wanda Ski Resort
Limited-time café "FENDI CAFE"
Image source: FENDI
Burberry in Jilin Songhua Lake Resort
A tent-style limited-time boutique was set up
Image credit: Burberry
In the Internet celebrity gathering place, Xiaohongshu, wearing a bikini in the snow field has become the traffic password of this snow season, and what to wear and use when skiing has also begun to roll up the fashion.
When celebrities start to exert their strength, the snow circle can instantly become Vanity Fair.
Skiing is arguably one of the most expensive outdoor sports.
If you want to buy a decent outfit from head to toe, you can get tens of thousands of yuan at will, and if you want to pursue flagship configuration, there is no upper limit.
Ski OOTD for RMB players
Image source: Little Red Book @James
If you mix a Dior ski, LV goggles or an AK457 ski suit into your professional equipment, the sense of superiority that comes with it will also increase exponentially.
For Generation Z, rich and idle, elegant and fashionable, and obsessed with extreme sports, it is the most fantastic New Money image today.
Image source: video gif
Luxury group
"Doubtful professionalism" is why many skiers are cautious about cross-border skiing by luxury brands.
Therefore, the big names are working together to create a high-end sports fashion style that perfectly combines art, fashion and performance from the two levels of "product" and "marketing", and presents the professional winter sports world from a modern perspective.
Rmb players with good technology and idol baggage are the guests that luxury brands want to grab.
American snowboard legend and three-time Olympic gold medalist Shaun White
Prada
Prada was one of the first luxury brands to venture into professional skiing since the 1990s.
Last October, Prada Linea Rossa's Fall/Winter 2021 collection featured British-American freestyle ski champion Gus Kenworthy and U.S. Extreme Games gold medalist Julia Marino in its short and flat series.
The latter also brought Prada-sponsored snowboards to the women's snowboarding slope obstacle course at the Winter Olympics.
In the moment of taking off, the Prada logo on a red background and white is particularly eye-catching.
Image credit: Prada
For the first time in the series, Prada collaborated with The Swiss premium ski label Action Skis on the manufacture of "snowboards" and "poles", and co-designed the ski suit with another specialist ski brand, Aspenx.
Through bold designs, the use of an innovative multi-layered waterproof fabric, Extreme-Tex, exquisite craftsmanship and modern and exquisite color matching, Prada's unique interpretation of outdoor sports is demonstrated.
Chanel
In September last year, after Jennie, a member of the popular Asian girl group, became the face of Chanel Coco Neige's ski series, she released a number of image blockbusters for the 2021/22 series.
Image credit: Chanel
The new collection combines functional equipment with fashion language, integrates classic aesthetic symbols of brands such as camellia flowers and diamond checks, and has excellent waterproof and warm strength, injecting an elegant and luxurious feminine atmosphere into sportswear.
The miniature arm bag with waterproof material interpretation is a non-negligible presence in the new work, it can be worn on the upper arm, both stylistic and not hindered by sports, for the fashionable girls who like to ski.
In addition, there are trendy items such as card pockets and headphone cases that can be combined with necklaces and belts, so you can enjoy skiing freely.
Dior
Dior's first foray into skiing in the Fall/Winter 21 menswear collection.
Menswear Design Director Kim Jones has teamed up with British contemporary artist Peter Doig and teamed up with professional sports brands Decent, AK Ski and POC Sports to launch a collection of men's ski capsules.
Image source: Dior
The collection includes a wide range of ski wear, snowboards and related accessories, with a modern and sophisticated design that incorporates cutting-edge technology to give skiers an excellent sports experience.
Among them, helmets with the eye-catching "Dior" logo, ski goggles controlled by POC, and skis engraved with the "Dior of Leak" pattern from AK SKI are all worth paying attention to.
Subsequently, Dior continued its ski fashion gene to the women's product line and launched the "DiorAlps" limited edition series.
Book Tote, ski goggles, ski wear and other items are unveiled with a new red, white and blue stripe, decorated with playful lucky star patterns and classic Oblique presbyopia, leopard print and other eye-catching elements, under the blessing of scientific and technological materials, adding winter fun to outdoor extreme sports, and pulling the practical index and fashionability full.
Louis Vuitton
Like Dior, Louis Vuitton debuted his skiing series "LV Ski" on the eve of the 2022 Beijing Winter Olympics, creating a full wardrobe for skiers' exciting journeys.
Image credit: Louis Vuitton
Whether it's the unique recycled nylon fabric Econyl, windproof inner cuffs, zipped cuffs, drawstring waistband or carabiners, professional details are everywhere to create a comfortable, modern and technologically inspired, dynamic look.
The brand's new snowflake-shaped Flokon logo, classic Monogram presbyopias run through the collection, and the dusk alpine scenery on down jackets, leggings and pullovers is also very suitable for winter travel.
The newly launched ski goggles can be described as the most technological existence in the new work, made of light materials, set wear-resistant, anti-fog, anti-ultraviolet, anti-splash and other functions in one lens, the inner side of the mirror legs also has a non-slip design, considering the variety of personality colors of fashionable skiers, there are 3 colors to choose from.
Whether it's outdoor sports or urban living, it's a must-have item worth getting started with.
In addition, Louis Vuitton has also launched a luggage suit with Whitespace, a ski brand founded by American snowboard legend and three-time Olympic gold medalist Shaun White.
The assembly steps of the suitcase are over 100, and it takes more than 250 hours for 6 craftsmen to complete, which is quite complicated to make.
The visual presentation of black Monogram aged leather with Whitespace's classic white stripes is surprising and brings out the luxury of sport.
Fendi
At the end of last year, Fendi's 2021 Winter Ski Wear Limited Edition Capsule Series was officially released.
Image source: Fendi
Starting from the design concept of both beauty and function, the series is made of recycled nylon fiber fabric Econyl, recycled lycra material and 100% recycled duck feather (or goose feather), under the premise of fully investing in environmental protection considerations, it brings us a high-tech surprise work that integrates lightweight, warm, waterproof, windproof and other functions.
On the outside, Fendi's consistent aesthetic code is presented, and classic elements such as the "double F" logo and karligraphy appear.
Some of the jackets and trousers are made of hydro FF fabric developed by the brand, which is usually not unusual, but when it comes to water, the "double F" logo will emerge to interpret sports fashion in an alternative way.
Professional Group
With the rise of subcultures such as Y2K and cyberpunk, sports brands that have been committed to creating professional equipment are also paying more and more attention to showing the cold aesthetics of the snow in a way that is more catered to the Z generation.
Based on the original classic products, coupled with bold colors and style designs, through the blessing of the upper body of those post-00s sports idols, the already excellent performance of the equipment has added a lot of personalized modern atmosphere.
Burton
People who love skiing are certainly no strangers to Burton.
Founded in 1977, the brand is the world's number one snowboarding brand and is the first choice for many top athletes.
Su Yiming, a mainlander who won silver in the men's snowboard slope obstacle course group at the Beijing Winter Olympics, stepped on the BURTON 22-23 CUSTOM series snowboard, which is hard enough to be particularly suitable for high-speed and stable sliding, and is often recommended as a snowboard that can be placed in one step.
He surprised the audience with the highest difficulty of 1800 turns in the whole game, and won the silver medal for the Chinese team for the first time in the project.
Image source: Visual China
In the final of the men's big jump in snowboarding, the 17-year-old Chinese boy lived up to expectations and won gold in one fell swoop.
The Burton skateboarder of mark Mcmorris, a famous Canadian snowboarder who competed with Su Yiming and won a bronze medal, is also very grassy, who can say no to the giant pandas?
Image source: Video screenshot
Burton's fame is not only among the snow mountain fanatics, but since the brand developed the side line AK457 with fujiwara Hiroshi, the godfather of Japanese trends, it has also successfully entered the purchase list of many trend players.
AK comes from the abbreviation of Alaska
The number 457 represents the frequency of the signal used to locate the avalanche rescue
Don't look at its low-key design, but it has a price against the sky, the price of a coat is about six or seven thousand yuan, but due to the scarcity of spot and other reasons in the second-hand market can often be speculated to tens of thousands of yuan.
It can only be said that the premium price is worthy of the noble RMB players.
Faction Skis
The Burton mentioned above is the top spot in snowboarding, and the Swiss high-end ski label Faction, which is now talking about, is the big guy in the double board.
In March last year, Faction and Gu Ailing co-designed a joint series of snowboards, which is the "dragon among men" she used in her debut at the Winter Olympics. The Chinese-style design is very atmospheric and eye-catching against the background of the blue sky.
Gu Ailing's victory has also ushered in a wave of wild consumption by fans, and some models of her same snowboard in the Current Action Tmall flagship store have been out of stock.
Image source: A screenshot of a treasure
Although the brand has only a short history of 16 years, it has been repeatedly selected as the "Best Mountain Ski of the Year" by the authoritative magazine "SKI" in the industry, and its quality is well known.
In addition to this, the Swedish company also implements the country's consistent social responsibility for environmental protection, and the AGENT 4.0 board is made of 100% recyclable materials.
Faction's marketing on social networks is also very good, and the web series "This is home" produced by its team has attracted a lot of attention on YouTube, with more than 50,000 subscribers so far.
Oakley
Oakley, a sports brand born in Southern California in 1975, has a strong presence in this Winter Olympics.
Including Gu Ailing, Su Yiming and many other masters have invariably chosen the brand's ski goggles, and the large O-shaped Logo on the side is difficult to ignore.
From a professionally protective point of view, Oakley lenses can be said to be impeccable.
Its high-definition optical technology ensures that athletes can avoid distortion of the line of sight in the sunglasses as much as possible in outdoor competitions, and effectively reduce the phase.
Image credit: Oakley
Oakley also makes a big fuss about fashion, in addition to the pursuit of better face fit, but also fully meet the individual needs of ski enthusiasts, each ski goggles have a variety of colors to choose from, especially some custom models, you can also customize different colors for different parts online.
The combination of technology and modern appearance is what makes it appeal to trendy players.
Salomon
Salomon, an outdoor sports brand born in the French Alps, is an old pioneer of the snow circle and has long been cooperating with the world's top athletes.
Image source: Salomon
In the men's slope steeplechase competition of snowboarding at the Winter Olympics, in addition to the unusual line design of Japan's Hamada Haijin attracting attention, the cool snowboard under his feet is also particularly eye-catching in the leap.
The brand has changed the conservative design style of the past, using a new brand logo design, classic blue plus gradient color logo, making the new series of products online, very trendy, showing full of youthful vitality.
The snowboard holder needed in skiing is Salomon's star product, and its invention and the first Le Lift strap that can release the heel of a ski boot under excessive pressure are from Salomon.
Key elements such as waterproofing, warmth, and breathability are considered in an all-round way, providing full protection for future generations' ski safety index and comfortable wearing experience.
spyder
It is a well-known American ski equipment brand founded in 1978 and has been an official partner of the American Ski Team since 1989.
On February 9, American athlete Colby Stevenson performed a difficult move in Spyder, winning the medal for the first freestyle ski men's big jump in history for the United States.
Image credit: Visual China and Spyder
Spyder and New York graffiti artist Eric Haze jointly created the Beijing Winter Olympics Limited Series, inspired by the American flag as a color scheme, focusing on technology and performance, while also emphasizing the importance of fashion and sustainability.
The incorporation of street design elements also brings some light-hearted vitality to the intense competitive sports.
New York graffiti artist Eric Haze
Wear his shared collection with Spyder
The yearning for speed is not only the origin of the name Spyder, but also the direction the brand has been striving for for many years.
Whether it was the early "spider pants" featuring yellow protective strips, or later the pioneering SpeedWyre technology, Spyder is committed to helping skiers improve their athletic performance.
Image source: Spyder
With the far-reaching influence of the 2022 Beijing Winter Olympics, the sport will continue to flourish.
What is the strongest top stream in the next snow season? Who's next to be the star with the goods? Brands, sellers, scalpers and bloggers are all looking forward to it.
At the end of the day, trends are always changing, and they have to keep up.
PS: The pictures in this article come from the Internet, if you have copyright questions, please contact us in time.
Author/Planner: Li Wenjing, a resident of the Earth Tank
Typography: A red hair
Producer: GaGa
The ski fever has only just begun