Ascending the New Height of Style

Embracing the elegance and functionality of skiwear with GIORGIO ARMANI Neve collection

It’s early March, snow on the Alps hasn’t melted yet. As the fashion week marathon and ski season draw to an end, GIORGIO ARMANI invited fashion editors, influencers, key opinion leaders and VIP from EMEA region to join them in Megève, France. The occasion is a three-day intimate experience to celebrate the launch of the Giorgio Armani Neve pop up store.

Opens from December 17th 2022 to March 26th 2023, the pop-up store in Megève is one of the three pop-up stores – other two are in Verbier, Switzerland and Courchevel, France – of the GIORGIO ARMANI Neve skiwear line. The opening of the pop-up stores was preceded by a runway show in St. Moritz last December, unveiling this season’s fashionable yet functional mountain-ready apparels and design accessories.


First introduced in 2021, the second season of the Neve collection does not only accentuate high-performance sportswear and outerwear; the chic and comfortable after-ski clothing is also a not-to-be-missed. With a visit to the pop-up store, guests had a closer look on this season’s proposals.

Aside from the store visiting, GIORGIO ARMANI invited its guests to partake in some mountain activities. Throughout the three days event, they experienced skiing, snowboarding and snowshoe hiking on the breathtaking landscape wearing the latest GIORGIO ARMANI Neve gears and attire. Exquisite delicacies and luxury champagne were served; and friendly dinners with magic shows were to entertain the guests. Everybody enjoyed a convivial and adventurous sojourn full of GIORGIO ARMANI’s remarkable elegance, leaving their most beautiful late-winter memories on the niveous ski slopes.

Event Photography: Valentin Le Cron

Text: Yves Tsou