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Jacquemus and Nike have dropped their new après-ski collection, and it’s a full cinematic universe — less “technical alpine gear,” more “main character arriving late to a chalet party with snow melting on your lashes.” This isn’t about blending into the slopes; it’s about turning them into a stage.
The campaign captures the exact mood shift the collection is built on. Inside, there’s a retro chalet fantasy — wood panels, plush carpeting, noirish lighting, and the kind of atmosphere that makes everyone look like they stepped out of a lost St. Moritz film. Outside, everything flips: hard white light, endless snow, silhouettes slicing through the landscape with a confidence that feels almost confrontational.
The clothes lean into that duality. Body-skimming jumpsuits create aerodynamic lines that feel half-sport, half-siren. Parkas with blown-out shoulders have Jacquemus’s trademark exaggeration — perfectly viable for the mountains, but equally perfect for showing off in a city where winter is more aesthetic than functional. Even the technical goggles seem designed for ski slopes and paparazzi evasion.
Then there are the boots — those huge, furry, unapologetic boots — serving a mix of stylish yeti, early-2000s editorial, and full-blown drama. They’re not trying to be discreet, and that’s exactly the point.
What makes the collection work is the push-pull between classic Alpine references, sport tech, and the very specific kind of sensuality Jacquemus brings to everything he touches. Nike handles the functionality; Jacquemus handles the fantasy.
Zooming out, the text suggests something bigger: Jacquemus has always turned unlikely environments into fashion runways — fields, stadiums, deserts — and now he’s doing the same with the mountains. Whether you actually ski or your only experience with snow is watching it on your laptop, the collection performs the same way: hot chocolate in hand, pretending you’re in a ’90s campaign that never existed.
It’s technical, but still sexy. It’s engineered, but still fashion. And together, Jacquemus and Nike have landed on a very specific winter energy:
Yes, it’s freezing — but let’s see who can look the best while pretending not to notice.
Photos: Jacquemus / Nike